GARM / Ad Net Zero Framework

Ad Net Zero (ANZ) and GARM (Global Alliance for Responsible MEdia) have published the first iteration of its Global Media Sustainability Framework - a series of voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor and cinema channels. The new framework has been supported by a collection of the world’s largest advertisers, as well as the world’s 6 largest advertising holding companies, major media owners, tech companies and trade bodies, many of whom have contributed to its development.

The framework is the outcome of a 12-month, GARM-led global engagement effort to build a series of common measurement processes and includes the first versions of formulae, as well as tools to help efficiently collect emissions data from companies throughout the media supply chain. Up until now, there has been no consistent, agreed industry-wide measurement framework.

The goal is to help every advertiser and their partners understand and take positive action to reduce the carbon impact of their media plans.

The work has been supervised and assessed for consistency with best carbon accounting practices by a Climate Science Expert Group. A key foundation for the development of the formulae used in the framework has been provided by the Oneframe Initiative in France, with specific components provided by SRI, Alliance Digitale, SNPTV and UPE.