Google has rolled out a new tool called “Carbon Footprint for Google Ads”, which provides advertisers with detailed emissions-reporting data for digital campaigns across platforms like Google Ads, Search Ads 360, Campaign Manager 360 and Display & Video 360. The data is built on first-party signals, aligned with the Ad Net Zero Global Media Sustainability Framework and the Greenhouse Gas Protocol, making it a more powerful measurement tool for Scope 1-3 advertising emissions.

Google frames the update as a way for marketers to move beyond simple spend-based estimates (which tend to overstate emissions) to more precise, activity-based measurement. One pilot advertiser reported their ad-emissions estimate dropped significantly once using the new tool. In the wider context, Google highlights that as sustainability regulation and consumer expectation intensify, especially in the EU, marketers need to integrate climate impact into their media-planning, measurement and creative strategies.