Bottom line

AdGreen is part of a broader movement within the ad industry to curb the overall climate impact of production.

Its carbon calculator is one of many similar tools that have been developed by trade groups, agencies and production houses in the last several years in an attempt to develop more accurate estimates of the emissions created by the production side of the ad industry.

The group’s tool is “a powerful resource for any advertiser and their partners to take active steps to reduce carbon emissions from their ad production process,” Sebastian Munden, chair of Ad Net Zero, said in a statement. “The ability to calculate and predict the potential impact of production choices on emissions creates the opportunity for an active discussion right at the start of the process, rather just reporting and mitigating at the end.”