On today’s news digest: Ad Net Zero Publishes Global Media Sustainability Framework; UK Ad Spend Grows 12%; Amazon Ads Launches Ad Relevance for Post-Cookie
With the goal of working towards a more sustainable future, Ad Net Zero has published the first iteration of its Global Media Sustainability Framework. It will function as a set of “voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor, and cinema channels.” The framework also provides tools to aid the collection of emissions data from companies throughout the media supply chain. It marks the first consistent and agreed industry-wide framework to measure the media’s carbon emissions.
Turning our attention to ad spend, Magna reports that the UK has recorded stronger growth than expected for 2024 so far, at 12.2% (closely followed by Japan at 11.8%, and France at 11.2%). This year’s growth has mainly been driven by digital – including search, retail media, short-form video and social media – which has seen an increase of 21%. Meanwhile, traditional media owners such as TV, radio and publishing, have grown by only 4%. Looking ahead to the end of the year, Magna forecasts the UK’s total ad market to surpass £40bn for the first time.
Meanwhile, Amazon Ads has unveiled Ad Relevance, an AI-enhanced offering which aims to aid advertisers in serving consumers relevant ads across devices, channels and content types without third-party cookies. Following two years of testing, the offering claims to extend addressability on up to 65% of previously anonymous impressions, as a result lowering CMPs by up to 34% and improving CPCs by 8.8%.
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