Channel 4 Sales has announced it will make an emissions measurement tool available for advertisers.
The solution, which will be offered in partnership with sustainable technology platform, Scope3, aims to provide advertisers with emissions data about digital campaigns. Advertisers will have access to actionable emissions reports, enabling them to reduce the environmental impact of their media buying strategies.
The initiative is a first for a major broadcaster, said Channel 4, and aligns with both Action 3 of the Advertising Association’s Ad Net Zero Action Plan and the Global Media Sustainability Framework (GMSF). It also aligns with the broadcasters’s Fast Forward strategy, as it aims to become a fully digital-first public streamer.
Ewan Douglas, head of sales nations and regions, and 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 Channel4 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, Channel 4’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. “
