IPG Mediabrands and Scope3 Partner to Enable Net-Zero in Media Buying
IPG Mediabrands and Scope3 today announced a partnership whereby Mediabrands will use standards established by Scope3 to measure and reduce the carbon footprint of digital advertising, which will help codify an industry standard for emissions measurement. Mediabrands said it is the first global media or agency holding company to partner with Scope3 on a global scale.
As part of the deal, Mediabrands will offer clients emissions measurement, compensation, and reduction capabilities while helping increase the capacity of players across the digital ecosystem to decarbonize media emissions at scale.
“Throughout the world, brands have embraced sustainability and are setting targets to reduce their carbon emissions across every segment of their organizations,” said Mediabrands.