IAS and Good-Loop Expand Emissions Measurement Capabilities to Help Advertisers Reduce Environmental Impact

Integral Ad Science, a leading global media measurement and optimization platform, has announced a major advancement in digital media sustainability through an expanded partnership with responsible media platform Good-Loop. Building on the recent launch of the Global Media Sustainability Framework 1.2 (GMSF) at Cannes, IAS will now enable advertisers to seamlessly track the carbon emissions of every ad impression delivered across the open internet-at no additional cost.

As global regulations tighten and brands set ambitious sustainability goals, carbon emissions tracking is emerging as a critical component of media quality. IAS is integrating sustainability metrics directly into its suite of media quality solutions—alongside core standards like viewability, fraud prevention, brand safety and suitability, and geographic accuracy. This enhancement empowers advertisers to not only ensure their ads reach real audiences in brand-safe environments, but also to measure and actively reduce the environmental footprint of their digital campaigns, driving performance with greater accountability and transparency.

Good-Loop, a certified B Corporation committed to creating positive, climate-friendly advertising, has been powering emissions measurement within the IAS platform for the past three years. Together, IAS and Good-Loop have worked closely with early-adopter brands to set foundational industry benchmarks and have supported organizations like the Advertising Association and Ad Net Zero in developing a unified standard for measuring emissions across digital media.

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“As the methodologies and technologies have matured in this space, so too has our ambition,” said Good-Loop Founder & CEO Amy Williams. “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 today 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.”

“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,” said Lisa Utzschneider, CEO at Integral Ad Science. “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.”

“There is a pressing need for a consistent approach to emissions calculation, and we’re delighted to see this growing industry support and adoption of the GMSF,” said Anthony Falco, Global Media Sustainability Director at Ad Net Zero. “What’s calculated gets managed, so bringing emissions data to the forefront is a meaningful step towards enduring behaviour change.”

With this expanded integration, IAS and Good-Loop are setting a new benchmark for responsible digital advertising-making emissions measurement a core part of media quality and giving brands the tools they need to align marketing performance with sustainability goals.