IAS adds carbon tracking to digital ad measurement

Integral Ad Science (IAS) has partnered with Good-Loop to embed carbon emissions measurement into its media quality solutions. The development follows the release of the Global Media Sustainability Framework 1.2 at Cannes and enables advertisers to track emissions for every ad impression delivered across the open internet at no additional cost.

Carbon reporting is becoming increasingly important as new legislation takes effect and brands adopt sustainability goals. By adding emissions measurement alongside viewability, fraud prevention, brand safety and geographic accuracy, IAS positions environmental impact as a standard media quality metric.

Amy Williams, Founder and CEO, Good-Loop: "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. That's why I am so excited to announce today that IAS customers globally will be able to understand, and therefore take action to reduce, the carbon footprint of their media investments across a vast majority of their digital campaigns."

Good-Loop has powered emissions measurement within IAS for the past three years. The companies worked with early-adopter advertisers to develop benchmarks and contributed to the Advertising Association and Ad Net Zero’s work on a universal industry standard.

Lisa Utzschneider, CEO, Integral Ad Science: "Sustainability in advertising requires more than promises — it needs accountability. We believe this level of transparency is essential to driving meaningful change across the industry, and we are delivering it to the highest industry standards by partnering with the world's leading carbon measurement providers."

Anthony Falco, Global Media Sustainability Director, Ad Net Zero: "There is a pressing need for a consistent approach to emissions calculation, and we're delighted to see this growing industry support and adoption of the GMSF. What's calculated gets managed, so bringing emissions data to the forefront is a meaningful step towards enduring behaviour change."

IAS has voluntarily published emissions data with The Climate Registry and is setting SBTi-verified Net Zero targets. Good-Loop, also part of this pathway, shares the aim of embedding sustainability into advertising practices across global markets.

www.integralads.com

www.good-loop.com

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