Ad Net Zero strengthens global framework to calculate media emissions

June 17, 2025, Cannes, France: Ad Net Zero has published the first major update to the Ad Net Zero Global Media Sustainability Framework (GMSF), establishing voluntary standards in greenhouse gas (GHG) emissions calculation and reporting for the advertising industry across six media channels (Digital, TV, OOH, Print, Audio and Cinema) with a clear methodology for brands to follow in their sustainability journey. The updated framework has been developed with the support of leading global advertisers and the world’s six largest advertising holding companies, as well as major media owners, tech companies and trade associations.

The GMSF now includes significant updates to the digital methodology, covering formulae, data levels, and default values, developed by IAB Europe's Working Group. This update also includes the formulae for Audio, Print, and Cinema channels which detail emissions from these channels. The framework provides the advertising supply chain with a clear methodology for estimating GHG emissions from the six main media channels generated by ad spend, ensuring consistency and comparability.

The goal is to help advertisers and their partners, through a consistent industry-wide framework (GMSF), understand and take positive action to reduce the GHG impact of their media plans – directly supporting Action 3 of the Ad Net Zero Action Plan.