Integral Ad Science (IAS), a global leader in media measurement and optimization, has partnered with Impact Plus, a leading sustaintech provider, to help advertisers track both the performance and sustainability of their digital campaigns. This integration responds to rising regulatory pressures like California’s Climate Corporate Data Accountability Act and the EU’s Corporate Sustainability Reporting Directive (CSRD), which require companies to disclose their environmental impact.
Regulatory Landscape and Industry Focus
- New legislation in 2025 requires businesses to report environmental impacts of their operations, including advertising.
- Advertisers are increasingly prioritizing the reduction of their digital carbon footprint.
Integration of Impact Plus Technology into IAS Platform
- Impact Plus technology provides campaign-level greenhouse gas (GHG) emissions data for digital ads.
- This data is seamlessly integrated into IAS’s media quality measurement platform.
- Advertisers gain a holistic view combining media performance and sustainability metrics in one place.
Benefits for Advertisers and the Industry
- Enables data-driven decisions balancing campaign effectiveness with environmental responsibility.
- Supports marketers in achieving business goals without compromising climate commitments.
- Promotes sustainable media buying practices globally.
Leadership Perspectives
- Vincent Villaret, CEO of Impact Plus, emphasizes empowering marketers with tools for sustainable advertising.
- Srishti Gupta, Chief Product Officer at IAS, highlights the partnership as a step toward sustainable digital media and superior campaign results.
The IAS and Impact Plus partnership equips advertisers with integrated tools to measure and optimize both media quality and environmental impact. This collaboration marks a significant advance in sustainable advertising, helping brands meet regulatory requirements and consumer expectations for greener digital marketing.
