The agreement will see sustainability metrics embedded into IAS’s platform to help users measure and reduce the environmental impact of digital campaigns on the open internet.

Good-Loop, which is a registered B Corp, has worked with IAS on emissions measurement over the past three years, and will work with the company on the latest expansion of its work in this area.

Lisa Utzschneider, chief executive at IAS, said: “Sustainability in advertising requires more than promises – it needs accountability. We believe this level of transparency is essential to driving meaningful change across the industry, and we are delivering it to the highest industry standards by partnering with the world’s leading carbon measurement providers.

“We’re proud to take this next step with Good-Loop so that every impression we measure across the open internet is backed by tangible data on its environmental impact as part of its media quality metrics, and help to make this standard practice for every advertiser we work with, no matter where they are in the world.” 

Good-Loop founder and chief executive Amy Williams added: “We now know, in no uncertain terms, the environmental impact that media buying has, and it’s time to take this information into the mainstream – to change our industry for the better.

“That’s why I am so excited to announce that IAS customers, globally, will be able to understand, and therefore take action to reduce, the carbon footprint of their media investments across a vast majority of their digital campaigns.”