{"id":36221,"date":"2025-06-17T20:55:47","date_gmt":"2025-06-17T18:55:47","guid":{"rendered":"https:\/\/www.co2news.sk\/?p=36221"},"modified":"2025-06-17T20:56:15","modified_gmt":"2025-06-17T18:56:15","slug":"reducing-the-carbon-footprint-of-the-global-advertising-ecosystem","status":"publish","type":"post","link":"https:\/\/www.co2news.sk\/en\/2025\/06\/17\/reducing-the-carbon-footprint-of-the-global-advertising-ecosystem\/","title":{"rendered":"Reducing the carbon footprint of the global advertising ecosystem"},"content":{"rendered":"<p><strong>Ad Net Zero strengthens global framework for calculating emissions in the media sector<\/strong> and presented a significant update to its <strong>Global Media Sustainability Framework (GMSF)<\/strong>This new version, designated v1.2,<!--more--> establishes <strong>voluntary standards for calculating and reporting greenhouse gas (GHG) emissions<\/strong> across six major media channels: digital, television, out-of-home (OOH), print, audio and cinema. The aim is to provide a unified methodology for brands and their partners to track and standardize emissions reporting across the advertising supply chain.<\/p>\n<p><strong>The importance and benefits of the updated GMSF framework<\/strong><\/p>\n<p>Ad Net Zero believes that <strong>monitoring and calculating emissions represent the best basis for their subsequent reduction<\/strong>, helping to inform decisions that reduce waste without compromising efficiency. GMSF v1.2 brings important updates to the digital methodology, including formulas, data levels and default values developed by the IAB Europe Methodology and Framework Working Group. In addition, formulas for measuring emissions from audio, print and cinema channels are now fully developed. This ensures consistency and comparability of estimates of greenhouse gas emissions generated by advertising spend across the supply chain.<\/p>\n<p>GMSF is designed to help advertisers and their partners <strong>understand and take positive action to reduce the greenhouse gas impact of their media plans<\/strong>, which directly supports Action 3 of the Ad Net Zero Action Plan. Dr. Bill Wescott, Chair of the Climate Science Expert Group, stressed that a transparent framework consistent with existing climate standards is <strong>crucial for advertisers<\/strong>who need reliable estimates of their advertising emissions, as these can surprisingly be among their highest emissions. Emission estimates derived from the GMSF can be directly incorporated into company-wide reporting of greenhouse gas inventories, as the framework is <strong>in accordance with the Greenhouse Gas Protocol (GHGP) and international standards (e.g. ISO 14067)<\/strong>For advertisers facing obligations to report their Scope 3 emissions (including those from the supply chain), this framework offers a standardized method for reporting emissions data in a more reliable and transparent manner. GMSF Standardized Approach <strong>encourages a level playing field<\/strong> and makes the same measurement and reporting capabilities available to advertisers, agencies, and media owners of all sizes.<\/p>\n<p><strong>How can industry get involved?<\/strong><\/p>\n<p>Ad Net Zero calls on all stakeholders to adopt and implement GMSF at the highest level of their businesses and demand the same from businesses within their supply chain. Specific recommendations are as follows:<\/p>\n<ul>\n<li><strong>Advertisers<\/strong>: They can adapt their carbon calculators to GMSF or require their partners who estimate greenhouse gas emissions to use GMSF. This will help ensure consistent and comparable data across all media plans and enable direct inclusion in verified, publicly reported greenhouse gas inventories.<\/li>\n<li><strong>Agencies<\/strong>: They can customize their GMSF carbon calculation tools to meet their clients\u2019 needs. They can also factor greenhouse gas emissions into all media plans, alongside other established media metrics.<\/li>\n<li><strong>Media owners<\/strong>: They have the ability to deliver emissions data to advertisers and partners at the greatest granularity possible. By adopting GMSF, they can provide more consistent and transparent information to clients and support their reporting needs.<\/li>\n<\/ul>\n<p><strong>Next steps and future developments<\/strong><\/p>\n<p>The Ad Net Zero team plans to provide briefings on this new release to all supporting organizations, with materials also available as open source. In addition, training materials specific to advertisers, agencies, and media owners will be developed to support education and adoption of the framework.<\/p>\n<p>It is critically important that <strong>operational versions for the remaining channels<\/strong>, together with the methodology for allocating overhead corporate emissions and an estimate of the uncertainty of these estimates, <strong>will be released in version v1.3 by the end of 2025<\/strong>This will enable the practical implementation of GMSF across all six channels. In addition, two major work areas will be established for consultation with Ad Net Zero supporters and the GMSF community:<\/p>\n<ol>\n<li><strong>Audit and verification<\/strong>: ensure that carbon calculators claiming GMSF compliance are third-party certified and that sustainability data provided by media owners is accurate.<\/li>\n<li><strong>Data collection and access<\/strong>: Ad Net Zero will explore ways in which emissions data can be delivered to a secure central source accessible to media buyers, creating a \u201cone-to-many\u201d approach to data delivery rather than a \u201cone-to-one\u201d solution.<\/li>\n<\/ol>\n<p>Many key industry players, including leading global advertisers, the six largest advertising holding companies, major media owners, technology companies and trade associations, collaborated on the development of this update. Contributors to the digital data methodology included Google, Meta, Scope3 and IAB Europe, while companies including Spotify Advertising, News UK and The Guardian collaborated on the audio, print and cinema formulas.<\/p>\n<p>Through this framework, Ad Net Zero aims to <strong>significantly contribute to reducing the carbon footprint of the global advertising ecosystem<\/strong>. <em><strong>Spring<\/strong><\/em><\/p>\n<hr \/>\n<p><strong>Glossary of key terms<\/strong><\/p>\n<ul>\n<li><strong>Ad Net Zero<\/strong>: A global initiative aimed at reducing the advertising industry&#039;s carbon footprint to zero.<\/li>\n<li><strong>Global Media Sustainability Framework (GMSF)<\/strong>: A comprehensive methodology developed by Ad Net Zero for calculating and reporting greenhouse gas (GHG) emissions from media channels within the advertising industry.<\/li>\n<li><strong>Greenhouse gas (GHG) emissions<\/strong>: Gases that trap heat in the Earth&#039;s atmosphere, contributing to climate change. GMSF focuses on estimating emissions from media plans.<\/li>\n<li><strong>Action 3 of the Ad Net Zero Action Plan<\/strong>: A specific point in the Ad Net Zero plan that focuses on reducing the greenhouse gas impact of media plans.<\/li>\n<li><strong>IAB Europe<\/strong>: The European Association for Digital Advertising, which has made significant contributions to the GMSF digital methodology through its Methodology and Framework working group.<\/li>\n<li><strong>Greenhouse Gas Protocol (GHGP)<\/strong>: The most widely used international standard for accounting and reporting greenhouse gas emissions by companies and institutions. GMSF is compliant with it.<\/li>\n<li><strong>ISO 14067<\/strong>: An international standard that sets out principles, requirements and guidelines for quantifying the carbon footprint of products. GMSF is compliant with it.<\/li>\n<li><strong>Scope 3 emissions<\/strong>: Indirect greenhouse gas emissions that occur in a company&#039;s supply chain but are not directly controlled by the company (for example, emissions from purchasing or transportation). GMSF helps to report them.<\/li>\n<li><strong>Carbon calculator<\/strong>: A tool or software used to estimate or measure greenhouse gas emissions from a specific activity or organization.<\/li>\n<li><strong>Media owners<\/strong>: Companies or entities that own and operate media platforms, such as television stations, newspapers, digital platforms, or billboards.<\/li>\n<li><strong>Audit and Verification<\/strong>: A future GMSF initiative aimed at ensuring the accuracy and reliability of emissions data and carbon calculators.<\/li>\n<li><strong>Data Collection and Access<\/strong>: A future GMSF initiative to create a centralized and accessible source of emissions data for media buyers.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Ad Net Zero is strengthening the global framework for calculating emissions in the media sector and has unveiled a major update to its Global Media Sustainability Framework (GMSF). This new version, designated v1.2,<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,27],"tags":[],"class_list":["post-36221","post","type-post","status-publish","format-standard","hentry","category-uhlikova-stopa","category-udrzatelnost_uhlikova-neutralita"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/posts\/36221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/comments?post=36221"}],"version-history":[{"count":0,"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/posts\/36221\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/media?parent=36221"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/categories?post=36221"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.co2news.sk\/en\/wp-json\/wp\/v2\/tags?post=36221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}