IPG Mediabrands offers net zero media buying through Scope3

In brief

IPG Mediabrands has become the first global media agency holding company to partner with Scope3 on a global scale to offer emissions measurement and reporting on digital advertising.

There will be end-to-end emissions data for every digital ad impression in its clients’ campaigns to complement its existing carbon calculator, compensation and reduction capabilities, as well as carbon costing for campaigns using Scope3’s Green Media Products.

Mediabrands also plans to engage with companies along the digital supply chain using this emissions data and ultimately shift its spend to partners that commit to continuous emissions reduction.

In September, the pressure group Clean Creatives produced an “F-List” that named media agency groups, including IPG, for working with fossil fuel companies and “erasing” mentions of them from their websites.