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 media professionals measure and reduce their carbon footprint more effectively. The calculator's launch 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, Australia, and beyond.

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