In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Arum Nixon, Australian Chapter Lead at Ad Net Zero, and Nicola Harvey, Head of Strategic Initiatives at The Guardian Australia, to unpack Ad Net Zero’s new white paper, Triple Win for Marketers. With new analysis showing advertising can account for more than 5% of a company’s upstream scope 3 emissions, and mandatory climate reporting extending to full supply chains next year, the conversation explores why this has landed squarely on marketers’ desks, and why it’s an opportunity.
The panel discusses the shift from spend-based estimates to activity-based measurement and the role of the Global Media Sustainability Framework in giving the industry a common language. They also walk through the white paper’s five-step maturity journey for marketers, from establishing a baseline to building carbon into planning decisions.
