Good Measures

Core Features

Good Measures follows the GMSF digital methodology: a life-cycle approach that quantifies both use-phase energy and embodied impacts across ad creation, distribution and on-device consumption, normalized with metrics like CO₂e per thousand impressions. The model’s equations and data guidance are documented and aligned with emerging industry standards, enabling consistent, comparable estimates. Some of its main features are:

• Standards-based methodology — Built on GMSF with clear formulas, inputs/defaults and LCA-derived constants for servers, networks and devices.

• IAS platform integration — Emissions measurement embedded in IAS Signal, available globally for IAS customers at no additional cost.

• Actionable waste insights — Identifies emissions from non-viewable impressions and other inefficiencies to priorities reductions.

• Optimization levers — Tools to avoid high-carbon supply and filter carbon-intensive publishers within omnichannel buys.

• Ecosystem alignment — Updates aligned with GARM’s framework and industry initiatives via Ad Net Zero and IAB Europe.

• Tag-based measurement options — Green Ad Tag (1×1 pixel) enables real-time tracking and dashboards when needed.

Closing Insights

Good-Loop built Good Measures as part of a broader "responsible media" mission to pair measurable climate action with effective advertising. The company helped convene industry bodies and experts to co-develop the Global Media Sustainability Framework (GMSF), then integrated that guidance into its model so marketers estimate emissions the same way they assess media quality with using consistent rules, transparent inputs and comparable metrics such as CO₂ePM. That systems view of a digital ad’s lifecycle (data centers, networks, devices; both use-phase and embodied) is the product’s distinguishing factor versus generic calculators.

Adoption has been driven by partnerships across the ecosystem. With Integral Ad Science, emissions data are surfaced inside IAS Signal for all customers worldwide, lowering the barrier to measurement and enabling benchmarking alongside viewability and brand safety. Earlier collaborations with clients such as Yahoo further expanded access and optimization choices across programmatic supply paths. Product updates have also mapped to emerging standards, including alignment with GARM guidance for publishers. Together, these moves position Good Measures within a diverse user base spanning advertisers, agencies, publishers and verification platforms.

For teams considering Good Measures, the appeal is practical: standards-based accounting, integrated where planners already work, and clear levers to cut avoidable emissions. IAS customers get access to enhanced measurement at no extra cost, while Good-Loop also supports optimization tools and tag-based measurement for wider use cases. As GMSF v1.2 rolls out and benchmarks mature, users can expect increased consistency and comparability across campaigns, aiding reduction targets and sustainability reporting.