IPG Mediabrands has partnered with Scope3 to improve the media buying agency’s ability to measure and reduce the carbon footprint of digital advertising, according to a press release.
The first media company to collaborate globally with Scope3 is Mediabrands. As part of the agreement, Mediabrands will provide clients with capabilities for emissions measurement, compensation, and reduction.
The partnership is the most recent of several industry initiatives designed to increase accountability for the environmental footprint of the sector. According to Mediabrands, the investment will eventually be shifted to platforms that show a commitment to ongoing emissions reduction.
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Read More: IPG Mediabrands boosts data around carbon footprint of digital ads
