After more than a year of discussion and industrywide collaboration, the ad industry has the beginning of a framework for measuring the climate impact of advertising. Unveiled at Cannes Lions today, the guidelines lay out a measurement methodology for digital media, TV and out-of-home, along with forms designed to streamline data-sharing between entities.
While industry observers have been calling for a standardized form of measurement for the carbon emissions associated with digital media for years, the responsibility officially landed with the World Federation of Advertisers’ Global Alliance for Responsible Media (GARM) and the U.K.
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