IPG Mediabrands and Scope3 joined forces to optimize the media buying agency’s measurements of digital advertising footprint and reduce it where possible. That makes Mediabrands the first media company to cooperate with Scope3 on a global scale.
Mediabrands’ plan is to prioritize investment in platforms that are on par with its emission reduction effort. The shift to more environmentally-sound partnerships is happening across the board, and advertising is no different. Through such partnerships, all of the parties involved stand to benefit from the goals they set towards reducing the industry’s environmental footprint.
Among other things, Mediabrands will offer its client emissions measurement, compensation and reduction capabilities.
With the help of Scope3, Mediabrands will be able to deliver on that offer and make a big push to secure the necessary data about carbon emissions.
The recent cooperation between the two companies comes at a time when more and more marketers are expressing concern over the impact their activities have on the environment, and are “looking to agency partners to develop methods to measure and reduce their impact, particularly when it comes to digital advertising.”
“For action to be taken, access to accurate data and reporting is an essential first step. Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices,” said Mediabrands Global CEO Eileen Kiernan in a release.