A Comprehensive White Paper on "How a Leading Media Organisation Measures Carbon emissions"

This white paper produced by Net Zero Media, titled ‘Measuring Emissions from Media Advertising,’ marks a significant step forward in acknowledging and addressing the environmental impact of the advertising industry. It delves into the proactive and innovative approach undertaken by the Canadian Broadcasting Corporation (CBC/Radio-Canada) advertising services division, Media Solutions, in configuring and implementing a predictive carbon measurement and reporting platform.

The purpose of this document extends beyond a mere announcement. It serves as a comprehensive guide, outlining the entire journey of this pivotal initiative. From the initial motivation that spurred this development to the methodology employed behind the platform, the strategic rollout plan, and the overarching ambition, this paper aims to provide a transparent and detailed account.

By sharing their experiences and insights, CBC/Radio-Canada Media Solutions intends to empower and inspire others within the advertising ecosystem – agencies, brands, publishers, and technology providers – to embark on similar journeys. The ultimate goal is to foster widespread adoption of carbon measurement tools and practices, thereby collectively contributing to a significant reduction in the carbon intensity of the advertising industry.

Access the entire white paper through the following link [Measuring Carbon Emissions from Media Advertising].

About Net Zero Media:

At Net Zero Media, we are driving a future where the advertising industry takes decisive action to reduce its carbon emissions. 

Recognising the critical need for specialised technology to measure these Scope 3 emissions, Net Zero Media was founded by a collaboration of senior executives from the marketing, advertising, software and sustainability industries who developed CarboniQ to accurately measure the environmental impact of every advertising campaign across all media channels.

Our mission is to transform the advertising landscape by integrating media planning expertise with advanced technology and a deep understanding of climate science. We empower the industry to navigate complex challenges and deliver sustainable solutions, driving decarbonisation.