Sharethrough has introduced an industry-first initiative that helps publishers accurately understand their carbon footprint and set net-zero targets.

The Net Zero Publisher Program was developed in partnership with measurement company 51toCarbonZero (51-0) and has the early endorsement of IPG Mediabrands.

For publishers participating in the program, the global omnichannel ad exchange will cover measurement costs for the first year, in alignment with Ad Net Zero’s measurement methodology recommendations.

In addition, 51-0 will provide tailored measurement and guidance on effective actions towards Science Based Target (SBTi) approval and net-zero commitment. Publishers committed to achieving net-zero emissions also have the ability to join Sharethrough’s Path to Net-Zero Marketplace, which allows advertisers to prioritize spend on sites certified to be working towards net-zero emissions.

According to Sharethough, publishers have been falling behind other businesses in the industry in introducing sustainability initiatives. However, the company’s data shows that six out of 10 North American internet users are more apt to visit websites that are certified sustainable.

There is increasing evidence that consumers are evaluating places they spend their time and money in respect to environmental and social factors. A comprehensive 2023 study from McKinsey and NeilsenIQ found “in many categories, a clear and material link between ESG-related claims and consumer spending” and that products that made ESG-related claims on their packaging outperformed those that did not.

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