Google has introduced a new feature called Carbon Footprint for Google Ads, which allows advertisers to monitor the carbon emissions associated with their advertising campaigns.
This tool provides detailed insights into the environmental impact of ads across various Google platforms, including Google Ads, Display & Video 360, Search Ads 360, and Campaign Manager 360. It calculates emissions based on factors such as ad targeting, media mix, and auction dynamics, using Google's first-party data.
How advertisers can get benefits is:
- Get detailed, account-specific data: The tool uses Google’s first-party data to calculate emissions for each account based on targeting, media mix, and auction activity.
- Use trusted standards: Reports follow the Greenhouse Gas Protocol (GHGP) and Global Media Sustainability Framework (GMSF), which means the data meets international sustainability benchmarks.
- See exactly where emissions come from: Reports split the data into Scopes 1, 2, and 3, including both market- and location-based Scope 2 figures.
Through this information, advertisers can identify where their emissions are highest—and take steps to reduce them.
According to coherent market insights, the Mobile Advertising Market is expected to grow at a CAGR of 14.6% during 2025 to 2032. Currently, the market is at USD 264.72 Bn in 2025 and is expected to be around USD 687.19 Bn by 2032. The market is seeing a lot of growth, because of the increasing adoption of smartphones and tablets, and the rising consumption of mobile content.
Advertisers using Google Ads, DV360, SA360, or CM360 can request their Carbon Footprint report directly from Google. Reports are updated every month and include data starting from January 2024.
For instance, if you request a report on October 20, 2025, it will include data from January 2024 through September 2025. Advertisers can submit up to five report requests a day, each covering up to 25 account IDs. Google processes up to 10,000 total requests daily across all advertisers.
Location-based emissions estimate for Google Ads go back to January 2024, while both market-based and location-based estimates for DV360, SA360, and CM360 start from July 2024.
The company’s rollout of this tool is a greater step for the ad industry. It helps marketers better understand their environmental footprint and gives them the insights they need to take action.
This is not just about meeting compliance requirements, but it’s about making smarter choices. Advertisers can use this data to plan more efficient campaigns, reduce waste, and make their marketing strategies in an eco-friendlier way.
Source:
Press Release: Carbon Credits.com
Company: Google