WPP’s investment arm will begin sharing the carbon footprint of the different media channels advertisers choose in their media plans to encourage the industry to decarbonise its media supply chain by 2030.
The plan includes measuring carbon emissions of 11 different media categories and, eventually, individual platforms and media owners, although Group M admits this second phase could receive pushback if it cannot get the whole industry on board with its framework.
Initially, Group M will do this by measuring the carbon emissions of advertising in TV, video on demand, cinema, social media, digital, print, out of home, digital out of home, radio digital audio and transient. This will r
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