Google has made another advancement around sustainability by launching Carbon Footprint for Google Ads.
Google has made another advancement around sustainability by launching Carbon Footprint for Google Ads, a new tool that allows advertisers to measure and manage the carbon emissions generated by their campaigns. This initiative provides first-party data to help marketers understand the environmental impact of using Google’s advertising products, including DV360, SA360, CM360, and Google Ads.
Account-specific insights
Carbon Footprint for Google Ads offers detailed emissions tracking at the account level. By using first-party data, it calculates emissions based on factors such as targeting, media mix, and auction results, both won and lost, giving advertisers a clearer picture of their environmental footprint.
Aligned with industry standards
Google has designed these emissions reports in accordance with globally recognised frameworks, including the Greenhouse Gas Protocol (GHGP) and the Global Media Sustainability Framework (GMSF). This ensures that advertisers receive reliable and standardised data to support their sustainability efforts.
Granular measurement for greater precision
The tool provides a breakdown of Scope 1, Scope 2, and Scope 3 emissions for each account, helping advertisers measure their environmental impact with greater accuracy. It also includes both market-based and location-based Scope 2 emissions, allowing for a more nuanced understanding of energy usage.
With Carbon Footprint for Google Ads, businesses now have a clearer way to track and reduce their advertising-related emissions, aligning their marketing strategies with sustainability goals.
What next for Google and sustainability?
This move from Google further highlights its commitment to sustainability. We’ve long speculated that environmental impact could become a ranking factor in Google’s algorithm, just as security has in the past. If this happens, it would be a significant step in encouraging organisations to prioritise sustainability and reduce their website’s carbon footprint.
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