IPA Unveils Media Carbon Calculator with GMSF Standard
Source: IPA to Launch Media Carbon Calculator with Ad Net Zero’s GMSF Standard Built-in (2025-09-25)
The IPA is set to launch a new Media Carbon Calculator that incorporates the Ad Net Zero’s GMSF Standard, aiming to enhance sustainability efforts within the advertising industry. This innovative tool will help companies measure and reduce their media-related carbon footprints more effectively. The calculator's introduction marks a significant step towards integrating environmental responsibility into media planning and buying. It is part of broader industry initiatives to promote greener practices across global markets, including the UK, USA, and beyond.