Channel 4’s advertising arm has introduced an industry-first sustainability tool which provides advertisers with emissions data about digital campaigns running on its platforms.
Delivered in partnership with sustainable technology platform Scope3, the tool will produce actionable emissions reports which advertisers can use to reduce the carbon impact of their media buying and reach their overall reduction targets.
Scope3’s methodology aligns with Action 3 of the Advertising Association’s Ad Net Zero Action Plan to reduce emissions from media planning and buying, as well as the Global Media Sustainability Framework (GMSF).
The tool is in line with Channel 4’s Fast Forward strategy which will see it move away from traditional linear broadcasting and transformed “into an agile and genuinely digital-first public service streamer”.
Ewan Douglas, Head of Sales Nations & Regions & Business Development, at Channel 4 Sales, said: “As part of our commitment to sustainability, we want to help our advertisers reach their emissions reduction targets, by ensuring they have access to trusted resources that will enable them to make meaningful change. We’re delighted to partner with Scope3 to offer this capability.”
Tim Collier, Head of UK and Northern Europe at Scope3, added: “We’re excited to partner with Channel 4 Sales on these initiatives to reduce emissions and foster the expansion of more sustainable media buying practices.
“As one of the UK’s major broadcasters, Channel4’s commitment shows leadership in addressing the climate impact of our complex advertising ecosystem.
“Given Channel 4’s track record of environmental leadership, we believe this push for sustainable growth will inspire similar action from broadcasters and advertisers across the UK.”