Google has unveiled ‘Carbon Footprint for Google Ads’, a tool designed to help marketers measure and manage the carbon emissions of their campaigns. This initiative aligns with the growing emphasis on environmental responsibility within the marketing sector.
The introduction of this tool comes as the European Union enforces stricter emissions reporting requirements, necessitating a data-driven approach to assessing the environmental impact of marketing activities. Concurrently, consumer awareness is on the rise, with research indicating that four in ten European consumers consider sustainability and climate change in their purchasing decisions.
Adam Elman, Google’s Director of Sustainability for Europe and MENA region said that ‘Carbon Footprint for Google Ads’ enables advertisers to utilise first-party data to monitor emissions across platforms such as Display & Video 360, Search Ads 360, Campaign Manager 360, and Google Ads. The reporting framework adheres to the Greenhouse Gas Protocol and aligns with Ad Net Zero’s Global Media Sustainability Framework, ensuring standardised and reliable data.
Initially accessible to select large-scale advertisers upon request, Google plans to expand the availability of this tool in the future. This development reflects a broader industry trend towards integrating sustainability into marketing strategies, as businesses acknowledge the importance of environmental considerations in their operations.
Dimitris Beis, data analyst and sustainability lead at IAB Europe, observes a maturing ecosystem: “Our research indicates that about half of businesses in the ecosystem are estimating the impact of digital media products, and most of these have reported figures to clients.”
