IAS and Good-Loop Announce Enhanced Emissions Measurement Offering to Empower All Advertisers to Further Measure and Reduce Environmental Impact
Rhea-AI Summary
Integral Ad Science (Nasdaq: IAS) has announced a significant partnership with Good-Loop to provide universal carbon emissions measurement for digital advertising. The enhanced offering will allow advertisers to measure emissions for every ad impression across the open internet at no additional cost.
This initiative follows the launch of the Global Media Sustainability Framework 1.2 (GMSF) and integrates sustainability metrics with IAS's existing media quality solutions. IAS and Good-Loop have been collaborating for three years, establishing benchmarks and supporting industry standards. Both companies are committed to environmental sustainability, with IAS setting SBTi-verified Net Zero emissions targets and publishing data with The Climate Registry.
Positive
- Free carbon emissions measurement offered to all IAS customers globally
- Integration with existing media quality metrics for seamless implementation
- Partnership builds on 3 years of successful collaboration and benchmark establishment
- Alignment with new carbon emissions legislation and industry sustainability standards
Negative
- None.
News Market Reaction – IAS
In the Sep 16 session, IAS gained 0.24%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
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New collaboration offers advanced emissions measurement at no additional cost for all IAS customers globally
With new carbon emissions legislation rolling out across the globe and brands setting new sustainability goals, carbon emissions measurement is rapidly becoming an essential pillar of media quality metrics, standing alongside IAS's established standards such as viewability, fraud prevention, brand safety & suitability, and geographic accuracy. By seamlessly integrating sustainability metrics with its comprehensive suite of media quality solutions for advertisers, IAS is empowering advertisers to not only ensure their ads are seen by real people in appropriate environments, but also to measure and reduce the environmental impact of every digital campaign on the open internet—helping brands drive results with greater transparency and responsibility.
Good-Loop, a certified B Corporation on a mission to deliver positive, climate-friendly advertising, has been powering emissions measurement within the IAS platform for the past three years. During this time, IAS and Good-Loop collaborated with early-adopter advertisers to establish crucial benchmarks, all while supporting the Advertising Association and Ad Net Zero in the development of a universal industry standard.
"As the methodologies and technologies have matured in this space, so too has our ambition," said Good-Loop Founder & CEO Amy Williams. "We now know, in no uncertain terms, the environmental impact that media buying has, and it's time to take this information into the mainstream – to change our industry for the better. That's why I am so excited to announce today that IAS customers globally will be able to understand, and therefore take action to reduce, the carbon footprint of their media investments across a vast majority of their digital campaigns."
"Sustainability in advertising requires more than promises — it needs accountability. We believe this level of transparency is essential to driving meaningful change across the industry, and we are delivering it to the highest industry standards by partnering with the world's leading carbon measurement providers," said Lisa Utzschneider, CEO at Integral Ad Science. "We're proud to take this next step with Good-Loop so that every impression we measure across the open internet is backed by tangible data on its environmental impact as part of its media quality metrics, and help to make this standard practice for every advertiser we work with, no matter where they are in the world."
"There is a pressing need for a consistent approach to emissions calculation, and we're delighted to see this growing industry support and adoption of the GMSF," said Anthony Falco, Global Media Sustainability Director at Ad Net Zero. "What's calculated gets managed, so bringing emissions data to the forefront is a meaningful step towards enduring behaviour change."
When it comes to protecting our planet, actions speak louder than words, and IAS and Good-Loop are both organizations that take environmental sustainability extremely seriously. IAS has voluntarily published data with The Climate Registry and is now officially setting SBTi-verified Net Zero emissions targets, joining over 10,000 companies, including Good-Loop, on the publicly verified path to Net Zero.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
About Good-Loop
Good-Loop is the responsible media platform that delivers more meaningful, more sustainable, and more effective advertising. Their Good Engagement Platform harnesses the power of social impact to drive better outcomes from paid media, whilst their Good Measures Platform facilitates sustainable media buying by making CO2e emissions impossible to ignore and easy to reduce. For more information, visit good-loop.com.
Media Contacts:
Gareth Jordan
IAS
press@integralads.com
Good-Loop
marketing@good-loop.com
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SOURCE Integral Ad Science, Inc.