Ad industry prepares for ‘tipping point’ this year in sustainability

Like so many industries, the ad industry is on a mission to shrink its carbon footprint. But until now the focus has been on piecemeal evaluations — calculating the emissions from an online campaign here, a tech partnership there. These are significant steps, but they’re just the beginning.

The true game changer lies in seeing the bigger picture: the total emissions from advertising as a whole. This includes every ad, every campaign and every partner involved over the year.

“This is happening more now because a lot of companies have net zero ambitions but in order to meet those goals they need to get data back from their supply chains, including advertising,” said Eric Shih chief operating officer of Cedara, a software-as-a-service provider that marketers employ to measure the carbon emissions of their media supply chains.

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