Advertisers that work with ad verification and measurement provider Integral Ad Science, or IAS, will soon get detailed emissions measurement for their digital campaigns, free of charge.
That’s thanks to a deal announced Tuesday between IAS and Good-Loop, a B-Corp adtech firm focused on making digital advertising more sustainable. The company operates a platform that quantifies the carbon cost of ads and includes tools for offsetting and reducing impact.
The two organizations previously piloted the program with select advertisers, including healthcare giant Sanofi and ad agency Omnicom Media Group.
Through the deal, IAS will integrate Good-Loop’s technology directly into its platform, giving customers free access to sustainability metrics on their ad campaigns—down to the impression level.
