IPG Mediabrands To Shift Investment To PArtners That Demonstration “Continuous” Emissions Reduction

IPG Mediabrands To Shift Investment To PArtners That Demonstration “Continuous” Emissions Reduction
B&T Magazine
By B&T Magazine



In a new partnership with Scope3, Mediabrands has announced that it will divest from partners that do not show a “commitment to continuous emissions reductions.”

The two companies will also work on codifying an industry standard for emissions measurement and work together to reduce Mediabrands own carbon emissions.

Mediabrands has become the first global holding company to partner with Scope3 at scale. As part of the deal, Mediabrands will offer clients emissions measurement, compensation and reduction capabilities while helping increase the capacity of players across the digital ecosystem to decarbonize media emissions at scale.

The partnership will bring a range of tools to help Mediabrands measure and reduce its carbon footprint. End-to-end emissions data for every digital ad impression will help augment its existing media consumption carbon calculator.

Scope3’s Green Media Products use emissions data will be used to factor the cost of carbon into the price of advertising and provide a clear and measurable path to achieve carbon-neutral campaign activations.

Finally, Mediabrands will “initiate dialogue and collaboration” across the digital supply chain to promote ad delivery paths that are optimized to reduce emissions. Ultimately, Mediabrands will shift media investment to partners that demonstrate a commitment to continuous emissions reductions.

“Our partnership with Scope3 is one of many commitments Mediabrands is making to take intentional steps in support of climate action as part of our broader Media for Good efforts,” said Eileen Kiernan, global CEO of Mediabrands.

“For action to be taken, access to accurate data and reporting is an essential first step. Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices.”

“From the beginning of Scope3, Mediabrands has been an incredible partner. They were the first agency network to purchase Green Media Products as part of a decarbonization strategy. They have tirelessly advocated for sustainability with their clients, vendors, and publishers. Every time I meet someone who works at any of the Mediabrands companies, I am impressed with their deep commitment to including sustainability as a part of every aspect of their business without compromising on their clients’ results,” said Brian O’Kelley, CEO and co-founder of Scope3.




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