The group today officially added Reckitt and ad tech company Pubmatic as supporters, hosting an event during Advertising Week New York. They join a list of backers that includes six global agency holding companies, Unilever, Google, Meta, the Association of National Advertisers, 4A’s and IAB among others.
Minimizing greenhouse gasses has gotten growing industry support, to the point that advertisers are looking to track the carbon footprint of their media buys on their broader data dashboards, said Mark Zagorski, CEO of DoubleVerify, during an interview at Cannes. But while various firms have started tracking that data, how to do that is far from settled science.
“It’s happening, but I don’t think it’s necessarily helping, because right now there isn’t a global standard,” said Matt Bourn, communications director of Ad Net Zero. “As an advertiser, you’re comparing apples with oranges with pears, meanwhile frustrating your media partners, because you’re interpreting their data in different ways.”