Ad Net Zero publishes V1.2 of Media Framework

On June 17th Ad Net Zero officially published version 1.2 of the Global Media Sustainability Framework (GMSF), the first major update a year after its first release last June.

The GMSF is a voluntary, standardized approach for calculating and reporting greenhouse gas (GHG) emissions across six media channels: Digital, TV, Out of Home, Print, Audio, and Cinema. The framework supports Action 3 of the Ad Net Zero Action Plan and helps businesses across the advertising supply chain take action to reduce the GHG impact of media. It offers activity-based information, rather than spend-based estimates which is the dominant approach in the market today and tend to be less accurate, in order to enable advertisers to confidently quantify their emissions from media, as they work to take stock of overall scope 3 emissions. It is aligned with the Greenhouse Gas Protocol and international standards for company-wide GHG reporting

What’s new in v1.2?

• Enhanced methodology for Digital, addressing key data gaps and providing additional resources

• Newly developed calculation methods/formulas for Audio, Print, and Cinema

Explore the framework:

We encourage all advertisers, agencies, and media owners to adopt the GMSF to provide consistent and comparable data across the advertising supply chain.

Access the full update and guidance materials: Global Media Sustainability Framework, and additional isolated elements in the Ad Net Zero Resource Hub and select the “Global Media Sustainability Framework” filter.

About the development:

Thank you to all who contributed to this work through your invaluable expertise, feedback, and collaboration! As with the initial release, this version was developed with the support of leading global advertisers, agencies, media owners, tech companies, and trade associations.

It was coordinated by Responsible Marketing Advisory and guided by a Climate Science Expert Group including representatives from: 4A’s, BL evolution, BrainOxygen, Climate Impact Partners, DIMPACT, IAB Europe, ISBA, L’Oréal, LVMH, Media Sense, NC State University, Persefoni, and The Climate Registry.

Additionally, the GMSF Steer Team includes: 4A’s, ANA, EACA, IAB, IAA, Indeed, IPA, ISBA, L’Oréal, LVMH, Mastercard, Reckitt, Responsible Marketing Advisory, and Union des Marques.

Formula development contributors include:

• Audio, Print, and Cinema:
  Carbon Quota, DIMPACT, DK, Global, Hearst, Impact Plus, Net Zero Media, News UK, Newsworks, PPA, Publicis Groupe, Royal Mail Marketreach, SAWA, Shard Media Group, Spotify Advertising, Telegraph Media Group, The Guardian, Whistl
• Digital Data Guidance (led by IAB Europe):
  Alliance Digitale, BVDW, Cedara, DIMPACT, DK, Duration Media, Extreme Reach, Footsprint, FreeWheel, Good-Loop, Google, IAB Europe, IAB UK, Impact Plus, Meta, ProSiebenSat.1, PubMatic, Scope3, SeenThis, Teads

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