Integral Ad Science Partners With Impact Plus To Empower Advertisers to Tackle Digital Advertising Emissions
- Integration provides advertisers with comprehensive campaign-level emissions data alongside performance metrics
- Partnership helps companies comply with new environmental reporting requirements in California and EU
- Enables marketers to make data-driven decisions balancing effectiveness and sustainability
- Strengthens IAS's position in sustainable digital advertising solutions
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Insights
IAS adds carbon tracking to its ad platform, positioning well for increasing sustainability regulations in advertising.
This partnership between IAS and Impact Plus strategically addresses the growing regulatory requirements for environmental reporting in digital advertising. By integrating Impact Plus's carbon evaluation technology, IAS enables advertisers to measure the greenhouse gas emissions of their campaigns alongside traditional performance metrics in a single unified platform.
The timing is particularly relevant as the press release specifically mentions California's Climate Corporate Data Accountability Act and the EU's Corporate Sustainability Reporting Directive as regulatory drivers creating demand for these capabilities. Companies increasingly need to demonstrate environmental accountability, and this integration reduces the friction of gathering such data separately.
From a competitive standpoint, this enhancement differentiates IAS's measurement platform in the crowded ad verification space. By offering sustainability metrics alongside quality and attention data, IAS creates a more comprehensive solution that aligns with advertiser needs for both performance and environmental responsibility.
The partnership represents IAS's adaptability to emerging market requirements and reinforces its position as a responsive technology provider. While traditional metrics remain core to advertising effectiveness, the addition of carbon tracking acknowledges the growing importance of sustainability factors in media buying decisions.
This development fits within the broader industry trend toward greater environmental transparency in digital operations. As advertisers face increasing pressure to report on and reduce their digital carbon footprint, tools that seamlessly incorporate this capability into existing workflows become increasingly valuable.
Global partnership will see sustaintech platform's carbon evaluation technology integrated into IAS's platform, enabling marketers to measure their media's environmental impact alongside quality and attention metrics
With legislation like the California "Climate Corporate Data Accountability Act" as well as the EU's Corporate Sustainability Reporting Directive (CSRD) regulations, which require companies to report on their environmental impact, top of mind for businesses in 2025, IAS is further bolstering its carbon calculation capabilities for advertisers by integrating Impact Plus's technology into its media quality measurement platform.
The integration with Impact Plus 鈥撎齛 global pioneer in providing advertisers with solutions to evaluate and reduce the environmental impact of their online ads 鈥� will provide advertisers with campaign-level emissions that are seamlessly incorporated into IAS reports, providing a holistic view of media metrics to drive more data-driven, sustainable advertising and听allowing IAS customers听to easily measure the greenhouse gas (GHG) emissions generated by their digital campaigns alongside media quality and attention metrics.听
"Digital advertisers are focused on reducing their carbon footprint. By providing a comprehensive view of their media's environmental impact, we can empower marketers to make more sustainable choices," said Vincent Villaret, CEO, Impact Plus. "Through this partnership with IAS, we're providing marketers with the tools they need to achieve their campaign goals without compromising their climate commitments."
"IAS is a leader in providing actionable data that helps drive superior results for advertisers, and this new partnership equips听Impact Plus and IAS customers with the tools for more sustainable and effective media buying globally," said Srishti Gupta, Chief Product Officer, IAS. "This is another step forward in our commitment to empower our customers and the industry to strive towards more sustainable digital media advertising while maximizing results."
For more information about Integral Ad Science, visit
For more information about Impact Plus, visit听
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit .
About Impact Plus
Impact Plus is an award-winning sustaintech solution that enables digital advertising players to evaluate and reduce their environmental impact. Impact Plus builds new performance indicators and solutions to help this ecosystem to use GHG emissions and electricity consumption to inform their digital advertising strategy. A pioneer since 2020, Impact Plus supports brands such as L'Or茅al, Heineken, Bel Group and Engie and their agencies, to enable more sustainable media buying. Impact Plus also enables ad networks and adtech platforms including Seedtag and Microsoft Advertising, equipping them with environmental impact evaluation solutions, which can be seamlessly integrated into their delivery systems. For more information about Impact Plus, visit听.
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SOURCE Integral Ad Science, Inc.
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