MUMBAI: Less hot air, more clean air. That’s the promise as Integral Ad Science (IAS) teams up with Good-Loop to help advertisers track and shrink their digital carbon footprint, without the added cost.
Fresh from the launch of the ‘Global media sustainability framework’ at Cannes, IAS has now rolled out advanced emissions measurement across every ad impression on the open internet. The move means advertisers can monitor, manage, and meaningfully reduce the environmental impact of their digital campaigns, all while still ticking the usual boxes for viewability, fraud prevention, and brand safety.
Good-Loop, a B corp on a mission to make advertising climate-friendly, has already been powering IAS’s emissions measurement for three years. The collaboration now goes mainstream, offering advertisers across the globe a chance to see exactly how green, or not, their media buying really is.
Good-Loop’s Founder & CEO, Amy Williams put it plainly “We now know, in no uncertain terms, the environmental impact that media buying has, and it’s time to take this information into the mainstream, to change our industry for the better.”
IAS, CEO, Lisa Utzschneider added: “Sustainability in advertising requires more than promises, it needs accountability. Every impression we measure will now come with data on its carbon impact.”
With new carbon legislation around the corner and sustainability pledges stacking up, the move sets a precedent: carbon counts as much as clicks. And as the industry warms to greener metrics, IAS and Good-Loop’s initiative could help cool things down for the planet.