Ad Net Zero Announces Global Framework To Measure Media’s Carbon Emissions

Ad Net Zero (ANZ) has published the first iteration of its GlobalMedia Sustainability Framework - a series of voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor, and cinema channels. The new framework has been supported by a collection of the world’s largest advertisers, as well as the world’s 6 largest advertising holding companies, major media owners, tech companies and trade bodies, many of whom have contributed to its development.

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The framework is the outcome of a 12-month, global engagement effort to build a series of common measurement processes and includes the first versions of formulae, as well as tools to help efficiently collect emissions data from companies throughout the media supply chain. Up until now, there has been no consistent, agreed industry-wide measurement framework.

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The goal is to help every advertiser and their partners understand and take positive action to reduce the carbon impact of their media plans – in line withAction 3 of the Ad Net Zero Action Plan.

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The work has been supervised and assessed for consistency with best carbon accounting practices by a Climate Science Expert Group including representatives from PwC, Brain Oxygen, Climate Impact Partners, BL Evolution and top climate experts from Unilever, Reckitt, and Diageo. A key foundation for the development of the formulae used in the framework has been provided by the One frame Initiative in France, with specific components provided by SRI,Alliance Digitale and SNPTV.

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What is being released today
The first versions of formulae being released are for TV, digital and OOH(representing 81% of global 2023 ad spend according to Magna), with the formulae for the remaining three media types; radio, print and cinema, to follow. It is expected that the formulae will continue to be refined.

In addition to the formulae for six media channels, the new framework provides the industry with:
1.  A common enterprise level data request form for more efficient data collection of company data from media sellers, with more specific channel level data being required in the framework over time.
2.  A disclosure form for the industry to understand the scope, data rigour and scientific validation of media sustainability solutions providers.
3.  A voluntary monitoring template to help GARM and ANZ learn about the adoption and effectiveness of the frameworks.

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What next?
The next phase of work for Ad Net Zero will be to establish an efficient system to transfer emissions data between buyers and sellers, followed by validation of media GHG data using agreed industry standards. Uptake and adoption will be tracked, with the first results published in Q2 of 2025. 

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