Staff Reporters
Nov 15, 2022

IPG Mediabrands to offer clients net-zero media buying

Partnering with emissions data standard company Scope3, Mediabrands agencies will help clients measure, compensate and reduce emissions from the digital advertising supply chain.

IPG Mediabrands to offer clients net-zero media buying

IPG Mediabrands has formed a new partnership aimed at measuring and reducing the carbon footprint of digital advertising. Working with Scope3, a company that specialises in media supply chain emissions, Mediabrands' clients will be offered the ability to measure, offset and reduce their CO2 levels from digital ad activity. 

Mediabrands will now be able to use Scope3's emissions data for every digital ad impression to provide measurement and reporting services while still also using its own existing media consumption carbon calculator.

It will also offer Scope3’s Green Media Products, which factor factor the cost of carbon into the price of advertising to give brands carbon-neutral alternatives for campaign activations.

In a release, the media agency noted that brands are increasingly leaning on agency partners to cut emissions resulting from digital advertising. Mediabrands says it plans to engage the digital supply chain to promote lower emission ad delivery paths and will ultimately "shift media investment to partners that demonstrate a commitment to continuous 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. For action to be taken, access to accurate data and reporting is an essential first step," says Mediabrands global CEO Eileen Kiernan. "Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices.”

Related Articles

Just Published

3 hours ago

‘People got up in arms’: The inside story on A&W’s ...

Who would get mad about a bear mascot wearing jeans? Turns out, a lot of people.

3 hours ago

Omnicom high-flyer Alex Hesz on holdco strategy: ...

The recently-appointed global chief strategy officer talks about “reverence” for agency brands and reveals why he pulled out of that big Dentsu job.

3 hours ago

Dentsu Creative UK appoints first business ...

Matt Lambert joins from Miroma Group.

3 hours ago

A guide to virtual production in 2023: revolutionisi...

Adland is slower on the uptake when it comes to virtual production but it can solve many production issues.