PubMatic and Reckitt have joined the Ad Net Zero Global Group, joining a host of other agencies and companies around the world to work towards improving their sustainability.
The group, which includes the likes of Dentsu, Havas, Publicis Groupe, Unilever, Meta, and Google, is looking to establish how the industry can determine a framework to measure and mange greenhouse gas emissions from media. WPP, another member of the group, estimates that 55 per cent of emissions from advertising operations are due to media.
A working group, chaired by Craig Fryer, Reckitt’s global media director, will determine the best options, using the expertise of group’s member organisations, as well as seeking advice and input from other interested parties.
“This expansion of support comes at a critical time for action,” said John Osborn, Ad Net Zero’s USA director.
“The US ad market, which represents 40 per cent of the world’s ad spend, can make a huge impact on progress – we’re determined to see this happen in 2023 as we build out the US chapter. I urge any business leader interested to get in touch and join this initiative.”
Reckitt’s Fryer, added:
“There is a real challenge on how the industry accurately measures the carbon emissions from media and there isn’t currently a clear action plan on how to address this issue. I am delighted to lead the Ad Net Zero Global media working group conversation to identify one solution for such an important initiative, so we have a uniform way of measuring and then reducing the carbon emissions within our media plans.”
The Group, which remains open for more international organisations to join, was founded at Cannes LIONS in June this year.
“The challenges of environmental sustainability are too big for any one company to address alone, and we must collectively align on standards, implementation frameworks and target outcomes,” said Johanna Bauman, PubMatic’s chief marketing officer.
We are proud to join our peers from across the ecosystem to drive Ad Net Zero’s global and local efforts forward. Together, we can make progress achievable to all and drive substantive change across our industry.”
