WPP Media to showcase sustainable media planning success at IAB Australia onference
WPP Media will share results from its Digital Sustainability Initiative, demonstrating reduced emissions and improved media performance across more than two dozen campaigns.
The announcement:
At this week’s IAB Australia’s MeasureUp conference, AdNetZero, Scope3 and WPP Media will explore the real-world application of sustainable media planning, including challenges, client feedback, and practical advice for others looking to get started. In a session moderated by AdNet Zero, WPP Media will share results from its Digital Sustainability Initiative, which has simultaneously reduced emissions and improved media performance across more than two dozen campaigns.
Launched in 2023 under WPP Media’s broader sustainability strategy ‘Alpha’, the Digital Sustainability Initiative began by scaling carbon emissions measurement across more than 40 clients. Since then, the program has evolved from measurement and manual mitigation, to automated reduction. The agency network has now rolled out a proprietary reduction algorithm built to optimise both media effectiveness and carbon emission efficiency for clients.
To date, the algorithm has been deployed across more than 24 campaigns, achieving an average 20% reduction in carbon emissions while consistently meeting and, in 95% of cases, exceeding campaign performance KPIs.
“Carbon-conscious media buying is no longer a trade-off, it’s a strategic advantage,” said Matt Stephens, general manager, product enablement at WPP Media. “Our algorithm proves it’s possible to deliver better outcomes for clients and the planet. We’re proud to lead with scalable solutions that help align commercial results with climate action.”
Scope3 has supported WPP Media with detailed emissions data and strategic reduction guidance. WPP Media’s custom algorithm is built on Scope3’s open-source emissions model, the most comprehensive in the digital advertising industry.
“Sustainability is often viewed as a trade-off against business outcomes, but WPP Media’s results prove the opposite,” said Arum Nixon, Australian chapter lead, Ad Net Zero. “Smart, data-backed action can deliver both impact and advantage. This is exactly the kind of leadership the industry needs right now.”
IAB Australia CEO Gai Le Roy added, “Carbon measurement is the foundation for meaningful sustainability action and provides the clarity needed to make smarter business and media decisions. It’s important to have sustainability on the agenda at MeasureUp because if we can’t measure carbon emissions, we can’t manage them. Our industry must continue developing consistent frameworks that support scalable carbon reduction.”
IAB Australia MeasureUp, Australia’s premier advertising measurement conference, will be held in Sydney on 10th September 2025.
Source: Einsteinz Communications
