IPG’s Mediabrands and Scope3 have entered into a first-of-its-kind partnership to reduce the carbon footprint of digital advertising.

The collaboration will further help codify an industry standard for emissions measurement, something that has been cited as something missing to effectively gauge and reduce the impact of advertising activities on the environment. 

Scope3 provides supply chain emissions data, helping companies factor carbon emissions into every business decision.

The collaboration will see the development of services that aid in businesses’ journeys to net-zero, including access to measurement and reporting, carbon-neutral media products and industry engagement meant to initiate dialogue around ad delivery paths optimized to reduce emissions. 

Mediabrands will furthermore shift media investment to partners that demonstrate a commitment to emissions reductions.

“Our partnership with Scope3 is one of many commitments Mediabrands is making to take intentional steps in support of climate action as part of our broader Media for Good efforts,” said Eileen Kiernan, global CEO of Mediabrands. “For action to be taken, access to accurate data and reporting is an essential first step. Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices.”

These steps are in line with Mediabrands’ recent discovery that 90% of polled marketers were interested in finding new methods to assess media value beyond price efficiency alone. That same finding also led Mediabrand to add sustainability as the fourth priority in its latest Media Responsibility Index, released last month.