The change will take effect from January 2024 and will impact YouTube Select video inventory on CTV.
The practice will also see the launch of Accelerator, a technology built into the Google ecosystem.
Advertisers are turning to tools that offer greater transparency and granular insights into ad views to ensure ads are seen by real users.
The bosses of the AA, IPA and ISBA say tracking carbon impact is vital but argue Purpose Disruptors' methodology is flawed because it overstates the emissions attributable to advertising.
Launching today (13 June), the set of ad tools will be available in the UK and 10 other countries.
Ahead of Cannes Lions 2023, leaders from AdGreen, WFA and IAB Tech Lab talk about some immediate wins that can accelerate progress.
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