The brand suitability measurement software Zefr has announced that it has joined the industry’s carbon reduction action group Ad Net Zero, in an effort to show its support for reducing carbon emissions across the industry.
Being part of Ad Net Zero entails following a five step plan which includes reducing internal emissions, emissions from advertising production, media planning and buying, awards and events and supporting consumer behaviour change.
To fit in with the action plan, the software – which helps brands control their content across sites such as YouTube, Meta and TikTok – will partner with carbon intelligence platform Cedara to work on decarbonisation.
Zefr will also make use of its relationship with TikTok – which has recently announced its own measures aimed at tackling climate change denial.
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“Zefr believes that responsible marketing includes minimising the carbon impact of advertising on the environment, and these partnerships demonstrate our continued commitment to transparency and collaboration within the industry,” said Zefr senior vice president for global business development Christopher Murphy.
“By reducing carbon emissions and further accelerating the demonetisation of climate related misinformation, Zefr sets an example for others in the industry.”
This comes in the wake of previous criticism of Google for not being strict enough with advertisers on the issue of climate change denial.
The advertising industry has been criticised for greenwashing and for working too closely with the fossil fuel industry.
