Integral Ad Science (IAS) has announced a partnership with sustaintech firm Impact Plus that will see carbon emission data integrated into its media quality measurement platform.
Helping advertisers meet new regulations
The move aims to help advertisers track and reduce the environmental footprint of their digital campaigns in line with growing sustainability requirements.
The integration allows advertisers to view campaign-level greenhouse gas emissions within IAS reporting dashboards, alongside existing media quality and attention metrics.
This comes as new regulations such as California’s Climate Corporate Data Accountability Act and the EU’s Corporate Sustainability Reporting Directive prompt brands to disclose their environmental impact.
Sustainable advertising
“Digital advertisers are focused on reducing their carbon footprint. By providing a comprehensive view of their media’s environmental impact, we can empower marketers to make more sustainable choices,” said Vincent Villaret, Chief Executive Officer at Impact Plus.
Srishti Gupta, Chief Product Officer at IAS, added: “This is another step forward in our commitment to empower our customers and the industry to strive towards more sustainable digital media advertising while maximising results.”
Impact Plus, described as a global pioneer in measuring the environmental effects of online advertising, brings its emissions evaluation technology to IAS’s platform as part of the global rollout.
The partnership allows brands to align media investment with sustainability strategies, responding to the increasing demand for carbon transparency across industries.