IAS and Good-Loop Unveil New Emissions Measurement Tool to Enhance Sustainability for Advertisers

Transforming Advertising Sustainability: IAS and Good-Loop

Integral Ad Science (IAS), a renowned leader in global media measurement, has recently collaborated with Good-Loop, a pioneer in sustainable media practices, to enhance emissions measurement across digital advertising. With growing environmental concerns and new legislation on carbon emissions, this partnership aims to empower advertisers to effectively measure and mitigate their environmental impact without incurring additional costs.

A Step Towards Decarbonization

Announced on September 16, 2025, at the forefront of the Global Media Sustainability Framework 1.2 (GMSF) initiative, IAS's latest offering enables advertisers to seamlessly gauge the carbon emissions associated with each ad impression delivered over the open internet. This move signals a robust commitment to sustainability by ensuring that brands not only meet their advertising goals but also adhere to environmental responsibilities.

As regulations tighten and brands set ambitious sustainability targets, understanding the environmental footprint of digital media becomes imperative. IAS integrates these new sustainability metrics alongside established media quality benchmarks like viewability and fraud prevention, ensuring a comprehensive approach to advertising effectiveness. This innovation aligns perfectly with current market demands for transparency and accountability in environmental impact.

Good-Loop: The Partner Behind the Innovation

Good-Loop has been the driving force behind emissions measurement within the IAS platform. This partnership, which has been thriving over the past three years, showcased strong alignment with the Advertising Association and Ad Net Zero in establishing pivotal industry benchmarks. According to Amy Williams, Founder and CEO of Good-Loop, the team's ambition has evolved significantly in this domain, and the partnership aims to present credible data regarding the environmental consequences of media purchasing to a broader audience.

The Importance of Accountability in Advertising

Lisa Utzschneider, CEO of IAS, expressed the necessity of accountability in sustainability practices within advertising. She emphasized that amidst the industry's promise of greener initiatives, transparency is vital to fostering meaningful changes. By collaborating with leading carbon measurement entities, the partnership aims to make environmental impact data a standard feature across all digital advertising.

“In today’s world, what gets measured gets managed,” stated Anthony Falco, Global Media Sustainability Director at Ad Net Zero. This emphasizes the role of concrete data in driving lasting behavioral change within the industry. The integration of emissions reporting into the advertising ecosystem represents a significant shift towards sustainable practices that can influence how media is bought and sold moving forward.

A Commitment to Net Zero

Both IAS and Good-Loop share a deep commitment to environmental sustainability. IAS's recent initiatives include publishing data with The Climate Registry and setting SBTi-verified Net Zero emissions targets, joining over 10,000 global companies working towards reduced carbon footprints. The collaboration aims to elevate sustainability within the advertising sector, making it a core component of advertisers' operational practices.

This innovative tool from IAS and Good-Loop presents the advertising industry with an opportunity to not only align with new regulations but also fulfill the increasing demand from consumers for responsible marketing practices. By adopting these measures, brands can demonstrate their commitment to social and environmental stewardship, showcasing that the industry can evolve without compromising quality for sustainability.

As the media landscape increasingly focuses on responsible practices, IAS and Good-Loop are at the forefront of this transformation, proving that positive change is not just desirable, but achievable. Advertisers around the world can now access vital information to minimize their carbon impact, paving the way for a more sustainable digital advertising future.