Riccardo Liguori With Carbon Footprint for Google Ads, the multinational technology company introduces a reporting system to calculate and manage emissions generated by digital advertising campaigns, in line with international sustainability standards
Digital advertising has an environmental impact that is often invisible, but far from negligible. Google is reminding us of this by launching Carbon Footprint for Google Ads, a tool designed to measure and manage greenhouse gas emissions generated by online advertising campaigns.
After a testing phase with a select group of large advertisers, the service is now available to all users of Google’s main advertising platforms — from Display & Video 360 to Search Ads 360, including Campaign Manager 360 and Google Ads.
The new reports provide access to detailed data on Scope 1, 2, and 3 emissions, compliant with the Greenhouse Gas Protocol and the Ad Net Zero Global Media Sustainability Framework, two internationally recognized standards for climate reporting. The information, updated monthly, allows advertisers to identify areas where the environmental impact of campaigns is greatest, providing a concrete basis for planning reduction actions.
“The journey toward more sustainable marketing cannot be undertaken alone,” wrote Spencer Low, Google’s sustainability lead for Asia-Pacific, and Caroline Oates, YouTube manager for the AUNZ region. According to the two executives, only through a collective, data-driven approach will it be possible to transform how companies communicate, making sustainability an integral part of marketing strategies.
Climate neutrality by 2030
The initiative is part of Google’s broader commitment to climate neutrality by 2030. The company, which has seen its overall emissions grow by 51% compared to 2019 — mainly due to the growth of artificial intelligence services — nevertheless recorded a 12% decrease in energy emissions from its data centers in 2024. This result was achieved through renewable energy contracts and more efficient cooling systems.
The introduction of Carbon Footprint for Google Ads represents an important step in making the connection between marketing and the environment more transparent. For years, the climate impact of digital advertising has remained on the margins of debate, despite the enormous energy consumption associated with the servers and platforms that power it. Today, thanks to more accurate monitoring tools, even a click or a view can be measured in terms of emissions.
But measurement is only the starting point. The real challenge will be translating data into operational decisions: choosing more efficient channels and formats, optimizing campaign distribution, reducing waste. Only then can transparency translate into real environmental benefits.
If adopted on a large scale, the new reporting system could help redefine digital marketing metrics. Beyond the usual performance indicators — such as impressions, conversions, and ROI — climate impact will also come into play. A change that, more than an obligation, represents a new form of responsibility for those communicating in a world that can no longer afford to ignore the weight of its messages.
Sources: Google
