Ad Net Zero has published the first update to its global media sustainability framework (GMSF), establishing voluntary standards in greenhouse gas (GHG) emissions calculation and reporting for the advertising industry across digital, TV, OOH, print, audio and cinema.
The updated framework was developed with input from major advertisers, the six largest ad holding companies, media owners, tech companies and trade associations.
The GMSF now includes updates to the digital methodology, covering formulae, data levels, and default values, developed by IAB Europe’s Methodology & Framework Working Group.
The framework aims to provide the advertising supply chain with a clear methodology for estimating GHG emissions generated by ad spend.
The goal is to help advertisers and their partners, through a consistent, industry-wide framework, understand and take positive action to reduce the GHG impact of their media plans.
Version 1.2 was supported by the Responsible Marketing Advisory and guided by a Climate Science Expert Group comprising representatives from the 4A’s, BL evolution, BrainOxygen, Climate Impact Partners, DIMPACT, IAB Europe, ISBA, L’Oréal, LVMH, Media Sense, NC State University, Persefoni and The Climate Registry.
Ad Net Zero global chair Sebastian Munden said tracking and calculation provide the best platform for reduction, helping to inform decisions which reduce waste without decreasing effectiveness.
“By doing this, we aim to make a significant difference to the carbon impact of the global advertising ecosystem,” he said.
Climate Science Expert Group chair Bill Wescott said having a framework that is transparent and consistent with existing climate standards is critical for advertisers who need to have reliable estimates of their advertising emissions.
“Advertisers need to have the same quality of data for advertising emissions as the rest of their GHG inventories which are increasingly part of regulatory and contractual compliance,” he said.
IAB Europe data analyst and sustainability lead Dimitris Beis said the industry body welcomes the GMSF v1.2 as a key milestone towards achieving robust and consistent estimation of GHG emissions from digital advertising.
“We thank our Methodology & Framework Working Group members for their vital contributions to the methodology of this actionable framework, and the Ad Net Zero team for their ongoing leadership in the development of the GMSF,” he said.
Ad Net Zero has published version 1.2 of its voluntary GMSF, urging advertisers, agencies and media owners to adopt the updated guidance and encourage uptake across their supply chains.
The framework enables carbon calculators to align with the GMSF, improving consistency and comparability of emissions data across media plans and supporting verified GHG inventories.
Agencies are encouraged to integrate GHG emissions alongside traditional media metrics, while media owners are being asked to provide emissions data at the highest possible granularity to improve transparency and client reporting.
Ad Net Zero will offer briefings on version 1.2 to all supporter organisations as well as provide open access available via its Resources page.
Ad Net Zero confirmed that version 1.3 is due by the end of 2025.
Two new workstreams will be launched.
The first will focus on verification to ensure that carbon calculators stating compliance with the GMSF have been third party certified, and also that the sustainability data supplied by media owners is accurate.
The other will be centred around data collection and access, and Ad Net Zero will explore ways that emissions data can be supplied to a secure central source accessible to media buyers.
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