GARM and Ad Net Zero launch new standards to transform carbon emission measurement in media
By Seb Joseph
Standards for measuring ad carbon emissions have been overdue, but they’re finally here. Now, marketers can back up their green claims with solid benchmarks instead of fragmented data.
This progress is thanks to the Global Media Sustainability Framework from the Global Alliance for Responsible Media (GARM) and Ad Net Zero.
The framework was unveiled earlier today (Monday) at the Cannes Lions Festival, and is the result of working groups that formed last October. Right now, it covers TV, digital, and out-of-home advertising, with plans to expand to include print, radio, and film in the future.
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Source:: Digiday
