Integral Ad Science, a leading global media measurement and optimisation platform, today announced a significant step forward in the universal decarbonisation of digital media, in partnership with responsible media platform Good-Loop.
Following the launch of the Global Media Sustainability Framework 1.2 (GMSF) at Cannes, IAS is now enabling advertisers to directly and seamlessly measure emissions of every ad impression delivered across the open internet, at no additional cost.
IAS and Good-Loop
With new carbon emissions legislation rolling out across the globe and brands setting new sustainability goals, carbon emissions measurement is rapidly becoming an essential pillar of media quality metrics, standing alongside IAS’s established standards such as viewability, fraud prevention, brand safety & suitability, and geographic accuracy.
By seamlessly integrating sustainability metrics with its comprehensive suite of media quality solutions for advertisers, IAS is empowering advertisers to not only ensure their ads are seen by real people in appropriate environments, but also to measure and reduce the environmental impact of every digital campaign on the open internet—helping brands drive results with greater transparency and responsibility.
Good-Loop, a certified B Corporation on a mission to deliver positive, climate-friendly advertising, has been powering emissions measurement within the IAS platform for the past three years.
During this time, IAS and Good-Loop collaborated with early-adopter advertisers to establish crucial benchmarks, all while supporting the Advertising Association and Ad Net Zero in the development of a universal industry standard.
“As the methodologies and technologies have matured in this space, so too has our ambition”, said Good-Loop Founder & CEO Amy Williams.
“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.”
Lisa Utzschneider, CEO at Integral Ad Science, said: “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”.
“We’re proud to take this next step with Good-Loop so that every impression we measure across the open internet is backed by tangible data on its environmental impact as part of its media quality metrics, and help to make this standard practice for every advertiser we work with, no matter where they are in the world.”
Anthony Falco, Global Media Sustainability Director at Ad Net Zero, said: “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 said that when it comes to protecting our planet, actions speak louder than words, and that the adtech and Good-Loop are both organisations that take environmental sustainability extremely seriously.
IAS has voluntarily published data with The Climate Registry and is now officially setting SBTi-verified Net Zero emissions targets, joining over 10,000 companies, including Good-Loop, on the publicly verified path to Net Zero.