Mumbai: The global leader in digital media quality, Integral Ad Science (IAS), on Wednesday announced a global partnership with purpose-led ad platform Good-Loop.

The partnership will enable advertisers to measure the carbon emissions generated by their digital ad campaigns.

The partnership will see Good-Loop’s carbon measurement solution integrated into IAS’s reporting platform, IAS Signal. The integration will allow advertisers to seamlessly track and view the end-to-end carbon footprint of their digital ads in a similar way to other crucial metrics such as viewability.

Data feeds from Good-Loop will enable advertisers that use IAS’s media quality platform to closely monitor and reduce the environmental impact of their ads throughout the entire campaign lifecycle.

There is significant computing power required to fuel the trillions of real-time auctions taking place across the length and breadth of the programmatic ecosystem, resulting in carbon emissions.

Speaking about this partnership, IAS CEO Lisa Utzschneider said, "Sustainability is a global priority for IAS and we believe that it is our collective responsibility to make a lasting impact."

"Our partnership with Good-Loop will bring greater climate change transparency for advertisers and provide them with the tools they need to reduce their carbon emissions. The partnership is a major step forward to further decarbonize digital media," he added.

Good-Loop is on a mission to develop simple solutions that move the industry towards positive, climate-friendly advertising. Good-Loop is a certified net carbon-negative business.

Adding to that, Good-Loop CEO Amy Williams said, "Integral Ad Science has been a leader in our industry for many years, helping to educate and equip our industry for an era of safer, more effective media buying."

He further said, "In fact, it’s a company I took a lot of inspiration from when I was establishing my own business. I’m genuinely thrilled to partner with such a pioneering, forward-thinking company as we work together to drive the industry forward once again. Together, our integrated Green Media solution will empower advertisers across the world to put their net zero commitments into action and to make a real, lasting change for generations to come."

Sanofi, the global healthcare brand, and Omnicom Media Group (OMG), the leading media services provider, will take part in the testing of carbon emissions tracking developed by IAS and Good-Loop.

Sanofi global head of media, digital & strategic planning Prasad Ghag said, "Sanofi’s consumer healthcare business will look to challenge all activities across the marketing supply chain in line with our objective to build the road to carbon neutrality by 2030. The carbon tracking tool beta test along with IAS and Good-loop will be our starting point to understand carbon emissions levels through our media activities and will be key in designing future actions in media to contribute to our broader carbon reduction targets."

OMG is the global media agency, responsible for media planning and buying across Sanofi's consumer healthcare brands.

OMG global digital and operations lead Charlotte Baxter commented, "At OMG, sustainability is a priority, and we take our collective responsibility to care for the planet seriously. We are pioneering solutions to help measure and ultimately reduce carbon emissions related to media activity and are proud to support Sanofi on their equally ambitious journey."

Furthermore, earlier this year, IAS committed to the Vista Climate Pledge along with the Vista Equity Partners portfolio of companies. The pledge includes IAS measuring its greenhouse gas (GHG) emissions and reducing emissions annually.