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Integral Ad Science Partners with Impact Plus to Empower Sustainable Advertising

Integral Ad Science (IAS) recently announced an impactful partnership with Impact Plus, a leader in sustaintech solutions focused on reducing the environmental footprint of digital advertising. This collaboration aims to empower advertisers to confront the pressing issue of digital advertising emissions by integrating innovative carbon evaluation technology into IAS's measurement platform.

The move comes as regulations such as California's "Climate Corporate Data Accountability Act" and the European Union's Corporate Sustainability Reporting Directive (CSRD) come into effect. These regulations mandate companies to disclose their environmental impacts, making it vital for businesses to monitor and report their carbon footprints. By integrating Impact Plus's technology into its platform, IAS allows advertisers to access in-depth insights into the sustainability of their digital advertising campaigns.

At the core of this integration is the ability for marketers to measure campaign-level emissions alongside traditional media quality metrics. This holistic reporting approach enables advertisers to understand not only how effective their ads are in reaching their target audiences but also the environmental implications of their media choices. Vincent Villaret, CEO of Impact Plus, stated, "Digital advertisers are focused on reducing their carbon footprint. By providing a comprehensive view of their media's environmental impact, we can empower marketers to make more sustainable choices."

The partnership signifies a pivotal shift in the industry's approach to media buying, as brands are increasingly seeking tools that align with their sustainability goals. The integration provides advertisers with the means to evaluate greenhouse gas (GHG) emissions tied to their digital campaigns, allowing them to make informed decisions that support climate commitments without compromising campaign performance. Srishti Gupta, Chief Product Officer at IAS, echoed these sentiments, highlighting the importance of actionable data in driving meaningful results.

"This partnership equips Impact Plus and IAS customers with the tools for more sustainable and effective media buying globally," she added. This initiative not only aims at enhancing the marketing capabilities of brands but also contributes to the broader industry movement towards more responsible digital advertising practices.

By seamlessly reporting environmental metrics alongside performance data, IAS and Impact Plus are setting a new standard for sustainability within digital advertising. This means that brands such as L'Oréal, Heineken, and Bel Group, who partner with Impact Plus, now have access to solutions that enable them to use eco-efficiency metrics to guide their advertising strategies.

Indeed, as companies continue to navigate the complexities of environmental accountability, the partnership between IAS and Impact Plus exemplifies the innovative steps being taken within the advertising ecosystem. In doing so, this collaboration not only supports brands in meeting regulatory requirements but also fosters a culture of sustainability that resonates with consumers.

For more about the capabilities of Integral Ad Science and how this partnership will transform digital media strategies, visit integralads.com and learn about Impact Plus at weareimpactplus.com. This collaboration marks a positive stride forward in establishing transparency and accountability in digital advertising, underscoring the critical role that sustainability plays in modern marketing.

In conclusion, the partnership of Integral Ad Science with Impact Plus illustrates a commitment to not only improving advertising performance but also embodying responsible practices that consider the environmental impact of digital media. As legislation continues to evolve and consumer expectations rise, this kind of innovative solution is pivotal for brands looking to thrive in a competitive and conscientious marketplace.