THE CHALLENGE

The global regulatory landscape for sustainability keeps evolving, with more sophisticated emissions reporting requirements taking effect. The environmental impact of digital advertising is drawing greater attention, but marketers often lack visibility on emissions generated from marketing activities. While this data is crucial to effectively measure and reduce carbon emissions, accurately attributing a carbon footprint to individual customers is a complex challenge requiring new methodologies that account for the variations in electricity generation and its emissions by location and time.

THE SOLUTIOn

To help advertisers better measure and manage their carbon emissions, Google launched Carbon Footprint for Google Ads. Using first-party data and Electricity Maps' real-time grid signals, Google Ads' Carbon Footprint reporting tools help marketers track campaign emissions within Display & Video 360, Search Ads 360, Campaign Manager 360 ‍and Google Ads.

Carbon Footprint for Google Ads provides marketers with carbon emissions reporting data developed in accordance with the Greenhouse Gas Protocol, and Ad Net Zero’s Global Media Sustainability Framework. This actionable data foundation allows Google Ads customers to integrate sustainability principles into their marketing strategy, seizing the potential to drive business value and work towards their net zero goals.
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Image source: Google