At this week’s IAB Australia’s MeasureUp conference, Ad Net Zero, Scope3 and WPP Media will explore the applications of sustainable media planning, including challenges, client feedback, and advice for others looking to get started. In a session moderated by Ad Net Zero, WPP Media will share results from its Digital Sustainability Initiative, which has reduced emissions and improved media performance across more than two dozen campaigns.
Launched in 2023 under WPP Media’s broader sustainability strategy ‘Alpha’, the Digital Sustainability Initiative began by scaling carbon emissions measurement across more than 40 clients. Since then, the program has evolved from measurement and manual mitigation to automated reduction. The agency network has now rolled out a proprietary reduction algorithm built to optimise both media effectiveness and carbon emission efficiency for clients.
To date, the algorithm has been deployed across more than 24 campaigns, achieving an average 20 per cent reduction in carbon emissions while meeting and exceeding campaign performance KPIs.
“Carbon-conscious media buying is no longer a trade-off; it’s a strategic advantage. Our algorithm proves it’s possible to deliver better outcomes for clients and the planet. We’re proud to lead with scalable solutions that help align commercial results with climate action,” Matt Stephens, general manager, product enablement at WPP Media said.
Scope3 has supported WPP Media with emissions data and reduction guidance. WPP Media’s custom algorithm is built on Scope3’s open-source emissions model.
“Sustainability is often viewed as a trade-off against business outcomes, but WPP Media’s results prove the opposite. Smart, data-backed action can deliver both impact and advantage. This is exactly the kind of leadership the industry needs right now,” Arum Nixon, Australian chapter lead, Ad Net Zero added.
“Carbon measurement is the foundation for meaningful sustainability action and provides the clarity needed to make smarter business and media decisions. It’s important to have sustainability on the agenda at MeasureUp because if we can’t measure carbon emissions, we can’t manage them. Our industry must continue developing consistent frameworks that support scalable carbon reduction,” IAB Australia CEO Gai Le Roy added.
IAB Australia MeasureUp will be held in Sydney on 10 September 2025.
