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GroupM is forming a new decarbonization coalition composed of 20 large clients—global advertisers whose combined media spend totals about $10 billion, according to the agency.
This comes after GroupM introduced a global framework for measuring ad-based carbon emissions in July. It also follows last week’s announcement from dentsu international that it’s entering “phase 3” of its own media decarbonization strategy in 2023 by integrating carbon emissions data directly into its media planning system.
It’s all part of a broader push within the digital landscape to measure and account for the environmental impact of the space, from websites to emails to media buys.
GroupM’s new initiative, called the Media Decarbonization Coalition, aims to bring the industry closer to a universal standard for measuring these emissions.