A new report by ANA and Scope3 investigates the carbon impact of digital marketing, offering insights into measuring and reducing emissions. Featuring case studies from brands like Coca-Cola, GM, and Mondelez, it highlights actionable strategies for sustainable media buying and the business benefits of reducing carbon emissions.

The study reveals that just 2% of media sites contribute to 50% of total emissions, demonstrating the significant gains possible by optimising media plans. Some brands reduced emissions by up to 36% by redirecting spend away from high-emission sites and towards higher-quality inventory. These adjustments were not only environmentally beneficial but also enhanced media efficiency.

Participating brands achieved improved business outcomes, including meeting KPIs faster and reducing budget waste on ineffective inventory. The report emphasises that simple, data-driven actions can yield measurable environmental and commercial results, encouraging more businesses to adopt sustainable practices in media buying.