The service will measure clients’ media exposure against factors including a media or tech platform’s policy and ‘track record’ on diversity and equal opportunity, environmental sustainability, and consumer privacy and data protection.

Reporting on these three factors will offer data on whether or not brands are spending with “like-minded, responsible, and accountable media and technology partners”, Ebiquity said.

The company added that the tool will offer “practical direction to help brands improve investment decisions”.

Ebiquity has also appointed Francesca Leronni, digital consultant at the company, as group director of responsible media.

Stephan Loerke, chief executive of the World Federation of Advertisers (WFA), said: “We very much welcome practical solutions that drive the responsible media agenda forward.”