Ad Net Zero's GMSF 1.3 sets shared emissions standard for 95% of media spend

September 14, 2026 · thedrum.com

Version 1.3 of Ad Net Zero's Global Media Sustainability Framework (GMSF) is now live, giving the industry a common methodology for measuring and reporting media emissions across media representing 95% of global media spend. IAB UK's Beatriz Viera put the update to six industry experts: MG OMD's Tim Pritchard called it "a major step forward," and Responsible Marketing Advisory's Aina Fuller said the framework aligns with the GHG Protocol and ISO 14067, letting media emissions feed directly into a company's Scope 3 reporting. Impact Plus's Lucy Zakrzewska pointed to one recent programmatic pilot that cut carbon intensity by 49% and cost per video view by 45% through smarter supply selection.

Buyers gain a common yardstick for comparing media partners on emissions once their measurement tools align with the GMSF methodology, replacing partner-by-partner reconciliation of inconsistent numbers with one shared basis for comparison. Good-Loop's Ryan Cochrane said engagement from agencies, trade bodies, brands, adtech firms and media owners has increased over the past six to twelve months even as public attention on the topic faded, and Channel Factory's Rob Blake said moving budgets away from broad, low-intent reach environments toward high-attention sustainability contexts improves both engagement and action. Zakrzewska's pilot suggests the payoff is measurable: buying decisions built on emissions data can cut cost per video view alongside carbon intensity.