WFA’s Post

I'm trully excited to see that GARM WFA and Ad Net Zero have finally released the Global Media Sustainability Framework: a result of a pan-industry collaboration of all stakeholders responsible for media activity (initiative in which we at Publicis Groupe supported). I'm optimistic the GMSF will become a trusted resource as a voluntary and pro-competitive tool for accurate measurement of emissions.  👏 👏 👏 EU’s CSRD and the US SEC’s requirements, highly regulated verticals, business integrity initiatives and consumer expectations are not just pushing, but demanding for transparency in the digital ecosystem. Hence adopting a common framework to identify energy-consuming steps in the delivery of an advertising unit is a fantastic starting point for creating a common currency for global adoption - and progress! Check out the outstanding work released here: https://lnkd.in/dMTjnh39

📢 Ad Net Zero announces global framework to measure media’s carbon emissions Ad Net Zero (ANZ) has published the first iteration of its Global Media Sustainability Framework – a series of voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor, and cinema channels. The new framework has been supported by a collection of the world’s largest advertisers, as well as the world’s 6 largest advertising holding companies, major media owners, tech companies and trade bodies, many of whom have contributed to its development (listed below). The framework is the outcome of a 12-month, #GARM-led global engagement effort to build a series of common measurement processes and includes the first versions of formulae, as well as tools to help efficiently collect emissions data from companies throughout the media supply chain. Up until now, there has been no consistent, agreed industry-wide measurement framework. You can find out more information here: https://lnkd.in/ev4PWs3X

So, you want to be a more sustainable business. Now what? It's a very exciting step to see Ad Net Zero announce a global framework to measure media's carbon emissions. Many of us recognize the importance of the mission (Sightly is a proud supporter of Action 3 & Action 5) but what do we do from there? The first iteration of this framework gives us collective marching orders to take the necessary initial steps. I'm not going to sugarcoat it - the framework isn't short, but neither is the path towards reducing our industry's carbon footprint. So hunker down with your morning cup o’ joe and prepare to get schooled. Were you the kid that read the CliffsNotes in high school? Might be worth taking the GARM Sustainability Quick Action Guide for a spin first (link below). Any step toward carbon reduction is a great step! https://lnkd.in/ePMSJid7 What I'm excited about: - Crawl, walk, run approach takes the daunting task of solving climate change and boils it down into manageable action steps. The framework even cautions us not to jump to reducing our carbon emission and reminds us to trust the process, even if it's a longer journey. To first understand, measure, and benchmark. Only then can we move further down the path to reducing our collective footprint. - "Uncommon collaboration" is essential and it seems like with this framework, we've got just that. To solve this formidable challenge, we're going to need a bigger boat. So trade associations, climate experts, brands, media buyers, and publishers - all aboard! We're going to have to steer this ship together, and – at the risk of overdoing the analogy - with this framework it looks like we can set sail. - Rome wasn't built in a day, and the climate crisis won't be solved in one either. The thoughtful and deliberate release of framework steps can help us stay on track without getting lost in the sauce of the sizable task ahead of us. The framework comes in 3 core pillars – “Understand + Benchmark, Reduce + Challenge, Specify + Optimize” – and Ad Net Zero emphasizes their commitment to evolving the guidance as critical updates to the framework are available, and accounting for industry feedback as adoption ramps.

The Global Alliance for Responsible Media (GARM) and Ad Net Zero have just launched the Global Media Sustainability Framework! 🌍📊 This ground-breaking initiative, supported by top advertisers, media owners, and agencies, introduces voluntary industry standards for measuring greenhouse gas emissions across six major media types: digital, TV, print, audio, outdoor, and cinema. Key highlights: - Consistent, comparable measurement of media's carbon footprint. - Formulae released for TV, digital, and OOH (81% of 2023 global ad spend). - Common data request and disclosure forms to streamline data collection. - Voluntary monitoring template to track adoption and effectiveness. #adnetzero #mediacarbonimpact #netzeromedia #carbonfootprint #netzerogroup #netzerouk https://lnkd.in/eYM4bm8i

Great news for sustainable media buying: Adloox brings Scope3's Carbon Emissions Data to its ad verification platform, helping advertisers improve sustainability across media buys! 🌿 https://bit.ly/3xvoPxL Working with Scope3 is a natural next step in our commitment to reducing inefficiencies in the digital advertising ecosystem. Scope3 brings an additional level of granularity that enables us to optimize our clients' campaigns even further. "Having carbon emissions data available directly within the platform where marketers manage their campaigns is powerful. By putting Scope3 data alongside all the other metrics brands are optimizing toward, sustainability becomes embedded into how we work, and that's exactly what's needed to decarbonize." said Brian O'Kelley, CEO and Co-Founder, Scope3 Learn more 👉 https://bit.ly/3xvoPxL

At Cannes last year, Duration Media sponsored a Carbon Emissions Measurement roundtable with Ad Net Zero. Our invited guests were a consortium of ad tech companies, brands, and agencies committed to set standards for the measurement of carbon emission reduction. Over the past year, we, along with everyone in that room in 2023, pushed and pushed the importance of standardized measurement and, last week, at #Cannes2024 the WFA, GARM and Ad Net Zero announced their suggested standards for measurement. This is a game changer! Here's why. Brands are required to report their carbon emissions by the EU, SEC, State of California, etc., and misrepresented data could subject them to massive fines. These standards will create several new 3rd party measurement companies who will follow the new standards to enable all companies to properly report to the governing bodies. Duration Media’s Sequency™ is the gold standard through both its curation of ONLY Highly viewable ad impressions but also through its reduction of carbon emissions by taking the average amount of bid requests (according to Jounce Media) from 135 to one! Everyone in our ecosystem…publishers, agencies, brands, SSPs, DSPs, etc., knows that we drastically reduced the data waste of duplicative bid requests but until last week, we couldn’t quantify it. So, today we are sending out an RFP to all potential 3rd party measurement companies to bid on how they can use the new standards to measure and quantify the Co2 that Sequency™ reduces from the digital media ecosystem. Interested? Please DM me directly to receive our RFP. #onlineadvertising #greenadvertising #cannes2024 #IAB #IABEurope ##adnetzero htts//https://lnkd.in/emAcWCwE

Rather than just talking the talk, advertisers can change the game and make a real difference when creating a more sustainable supply chain with Adform's Carbon Reduction feature, powered by Scope3. Read this article from Philip Acton, on how ad land can lead from the front. https://lnkd.in/euvxrPP9 #adform #adtech #SustainableAdvertising

It’s time to clean up (y)our ads. As of today, WeTransfer’s new emissions reports help brands measure CO2 emissions per impression of every ad campaign on WeTransfer. 100% share of page, better user experience, less waste. Jackpot. Learn more about reducing the CO2 footprint of digital advertising by reading our whitepaper here - https://lnkd.in/e7c8i3Hj Such incredible work from Becca Samson and Lina R., to our partners at DIMPACT and The Carbon Trust for keeping us real, and to participants across dentsu, GroupM, Omnicom Media Group, IPG Mediabrands, Publicis Groupe and Havas Media Network for joining focus groups to help shape the report. #CO2 #Advertising #Sustainability #Responsibility #DigitalAdvertising #responsibleadvertising

Turning Ad Campaigns Green! GroupM teams up with SeenThis to calculate carbon footprints and supercharge sustainability in advertising. This collaboration allows planners and buyers to assess climate impact on a per-campaign basis and integrates adaptive streaming and data transfer measurement into its carbon calculator. #decarbonization #groupm #data #streaming #adscholars

Advertising has always had a significant role to play in influencing change, and the industry should be using that platform to showcase the good it’s doing with regards to lowering its carbon footprint and, in turn, change the minds of those that may believe any action being taken is performative. Read more on my thoughts on why Digital Advertisers need to shout about Sustainability here. #adform #adnetzero #scope3 #changethegame