Singapore – Global media and marketing solutions group IPG Mediabrands and software development company Scope3 announced a first-of-its-kind industry partnership today, with the aim of measuring and reducing the former’s clients’ carbon footprint from digital advertising.
Mediabrands will be offering their clients emissions measurement, compensation, and reduction capabilities using the standards established by Scope3, while helping increase the capacity of players across the digital ecosystem to decarbonize media emissions at scale.
The partnership will introduce complementary and mutually dependent services that provide a road map to net zero. This includes measurement and reporting of emissions generated by the end user consuming the ad by augmenting Mediabrands’ existing media consumption carbon calculator.
It will also include using Scope3’s Green Media Products to achieve carbon-neutral campaign activations, as well as leveraging Scope3’s emissions measurement, while Mediabrands initiate dialogue and collaboration across the digital supply chain to promote ad delivery paths optimised to reduce emissions.
“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,” said Eileen Kiernan, global CEO of Mediabrands.
She added, “For action to be taken, access to accurate data and reporting is an essential first step. Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices.”
Scope3 CEO and co-founder Brian O’Kelley also commented, “From the beginning of Scope3, Mediabrands has been an incredible partner. They were the first agency network to purchase Green Media Products as part of a decarbonization strategy. They have tirelessly advocated for sustainability with their clients, vendors, and publishers.”
IPG Mediabrands has also partnered with Amplified Intelligence last year, in its efforts to optimise its clients’ media selections.