All Ads Have a Carbon Footprint. GroupM Wants to Standardize Its Measurement

Activists argue that parent company WPP has bigger climate problems: its clients

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To truly address the climate crisis, carbon emissions reduction is required across all industries—including media buying.

But to track progress and determine a baseline, the advertising industry needs a common language, agreed-upon measurement tools and a plan for what to tackle first, according to WPP-owned media agency GroupM. With that in mind, the firm released a new report today, Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media Decarbonization.

The report includes a set of methodologies and processes for measuring and reducing the carbon impact of the media supply chain.

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