From Trend to Must: Rallying Around Sustainability Metrics in 2024

As reported by Forbes, recent research by ExchangeWire shows that 75% of marketing professionals in the UK deem sustainability metrics a top priority for their business. Therefore, progress must continue to be made to unify the measurement of emissions in the advertising industry.

WFA recently launched their ANZ Global Media Sustainability Framework providing media buyers access to a standardised formulae of carbon measurement across TV, digital and outdoor (with print, audio and cinema to follow) in all major markets. This is a massive step forwards for the advertising industry and has been universally supported, including by the adtech community.

 However, to continue to transform wider adtech practices, there is a need to develop an emission measurement footprint for them. As Our CEO Hannah Mirza highlights, more than 30 carbon calculators are still being used within this space, so whilst as an industry progress is positive, there is still work to be done for further unification.