GroupM is upgrading its carbon calculator to measure the carbon footprint of client campaigns more accurately via a new partnership with Scope3, a company that offers supply chain emissions data. The partnership marks an acceleration in getting vendor-level data within programmatic advertising to see real results in reducing carbon emissions, GroupM said. The agency will also have first-to-market access to Scope3’s planning platform.
“The publisher-level data doesn’t actually exist today,” said Krystal Olivieri, global chief innovation officer for GroupM and Choreograph. “It’s aggregated, which is a useful starting point, but not where we need to get to to actually drive reduction,” she added. “We’re on a multiyear journey to get to a place where we have all of the publisher data and can actually start making plan-level decisions.”
This marks the latest iteration of the WPP media group’s carbon calculator, which is part of the company's commitment to decarbonize its media supply chain by 2030. WPP pledged a commitment to net-zero carbon emissions in 2021.
The new Channel-Level Carbon Calculator integrates GroupM’s carbon measurement methodology, which the agency devised in July 2022 with input from a big four consulting firm to compare data across all media channels.