IAB Europe’s Proposed Methodology for Estimating Digital Ad Emissions
Basic information
Source of origin
IAB Europe
Date of original publication
April 8, 2025
Original format
text
Original size
39 pages
Recommended for
Ad-tech providers, Agencies
Geographical scope
EU
Teaser
For as long as the environmental impact of media buying has featured as a topic of discussion within the digital advertising ecosystem, there have been calls for standardisation of the way the carbon footprint of digital media products is estimated. The lack of standards has consistently ranked as a top challenge preventing progress on sustainability.
Summary
In 2024, IAB Europe published the Mapping of GHG Estimation Solutions - a report that confirmed the presence of important methodological differences between frameworks and solutions used by the ecosystem to estimate the environmental impact of campaigns. Since late 2023, the Sustainability Standards Committee has been working closely with other industry bodies to support the formation of robust, practical, and representative standard methodology that enables ecosystem players to understand the carbon footprint associated with digital ad spend.
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