The agency will use Scope3's CSP to measure and report advertising emissions for its clients, leading with the University of Tasmania.
Buyers will be able to compare their advertising activity to market benchmarks, simulate carbon and waste reduction, and initiate actions to decarbonise.
The GMP aims to help clients eliminate the least sustainable inventory from media buys.
"My biggest concern for 2024 remains analysis paralysis."
Ongoing adaptations of the model are supported by Hivestack and DOOH media owners JCDecaux ANZ, Go Media, and Lumo
Toby Dewar: "We're taking the lead and raising the standard of practice across the industry"
Brian O’Kelley: "Sustainable advertising is inevitable."
June Cheung: "Carbon emissions associated with the internet is approximately 4% globally"
Anne Coghlan: "By putting insights into the hands of everyone, there’s no excuse for inaction"
The report also found that streaming brings digital ad emissions to 7.2M metric tons annually
"I'm looking forward to encouraging further industry collaboration"
"Climate Shield makes it easy to factor emissions into campaign decisions"
"We are striving for a more effective advertising industry with the least impact on the environment"
The company reports emissions measurement, compensation and reduction by organisations in media and advertising
