IAB Europe proposes carbon.json for ad emissions reporting
IAB Europe has proposed a 'carbon.json' specification to help ad systems disclose emissions intensity data in a comparable, machine-readable format. This initiative aims to reduce reliance on broad averages and default assumptions in measuring digital advertising emissions. Feedback on the proposed specification is open until August 19th.
Key Takeaways
- IAB Europe’s proposed carbon.json specification would disclose emissions intensity data in a machine-readable format.
- The proposal targets digital advertising emissions measurement, where broad averages and default assumptions are still widely used.
- Feedback on carbon.json is open until 19th August.
- The specification is meant to make emissions data more comparable across ad systems.
Why It Matters
If adopted, carbon.json would give ad systems a common format for reporting emissions intensity, which could make digital advertising carbon measurements easier to compare. That matters for streaming ad stacks because the source is explicitly targeting measurement inputs, not estimates built on broad averages or default assumptions. The key signal to watch is whether IAB Europe’s feedback period produces revisions before the 19th August deadline, since that will show how much industry alignment the specification can secure.
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