Google has announced the launch of Carbon Footprint for its Google Ads. This tool provides advertisers with reports based on their data, allowing them to measure the carbon emissions generated by their advertising campaigns with greater precision. These analyses offer specific estimates based on each account's segmentation, media mix, and auction dynamics.
The information requirements on emissions that have come into force in the EU and similar requirements in Australia, Mexico, and Brazil require resorting to a more advanced (data-driven) approach. This way, companies' emissions, including those generated by marketing activities, are measured.
Carbon Footprint for Google Ads provides comprehensive reports of these CO2 emissions. The Greenhouse Gas Protocol and the Global Media Sustainability Framework prepare them. Specifically, it offers detailed breakdowns of scope 1 and scope 2 emissions (which include both localized market emissions and those associated with the company's location) and scope 3 emissions (which are assigned at the level of individual accounts).
“Carbon Footprint for Google Ads is part of a broad initiative to provide our partners with carbon emissions data. And, of course, there is still a lot to be done. That's why we look forward to continuing to work with advertisers to help them better understand their impact and ease the transition to a more sustainable future,” says Adam Elman, Google's Chief Sustainability Officer.
This new Google Ads tool uses the advertisers' data. Its formulas are activity-based and consider the energy consumption of the elements used and information about activity monitoring from Google's infrastructure. Thanks to this level of detail, marketers can better measure their carbon footprint and identify areas for improvement.
This launch reflects, once again, Google's long-term commitment to sustainability. It is also part of the company's goal of using carbon-free energy 24 hours a day, seven days a week. It aims to achieve net zero emissions by 2030 in its operations and across the entire value chain. “Shared” emissions are calculated using Google's data. In this way, the information on advertiser emissions also reflects the efficiency of Google's data centers and its commitment to purchasing clean energy.
The development of Carbon Footprint for Google Ads has been a collaborative effort. Contributions have come from advertisers, industry associations, and agencies, who share a common concern for the environmental impact of advertising. Among the first companies to use these reports are names such as L'Oréal, Carwow, Giffgaff, and LVMH.
For the moment, Carbon Footprint for Google Ads is available worldwide to a select few large advertisers upon request. It will eventually open up to a wider user base. Eligible advertisers can request access to their carbon footprint reports through their account managers.
