Channel 4 Sales has introduced an advertising emissions measurement tool in what it claims is a first for a major broadcaster.
Working with Scope3, Channel 4’s commercial team will be able to offer advertisers emissions data about digital campaigns running on the broadcaster’s owned and operated platforms.
Moreover, advertisers will have access to reports to help them reduce the carbon impact of their media buying and reach their wider emissions targets.
Scope3’s methodology is in line with the Advertising Association Ad Net Zero Action Plan’s third action point, which seeks to lower emissions from media activity.
The launch is part of Channel 4’s sustainability focus, which includes a competition to spotlight B Corp businesses.
Channel 4’s senior leadership teased a range of the broadcaster’s sustainability plans this year with The Media Leader last month, including the new measurement tool, ahead of its Extravagander event.
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“As part of our commitment to sustainability, we want to help our advertisers reach their emissions reduction targets by ensuring they have access to trusted resources that will enable them to make meaningful change,” said Ewan Douglas, head of sales, nations and regions, and business development at Channel 4 Sales.
Scope3 UK and Northern Europe head Tim Collier added that the initiative can “foster the expansion of more sustainable media buying practices” and expressed hope that it will “inspire similar action from broadcasters and advertisers across the UK”.
Also this week, adtech platform adtech XR announced that it has partnered Scope3 to track carbon emissions of digital and streaming TV campaigns.
Separately, Scope3 this month launched a new Agentic Media Platform to allow to build and sell agentic media products that are “efficient and sustainable by design”.
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