Ebiquity, Lumen and Net Zero Media Propose Attention-to-Emissions Ratio for Ads
· 51m ago · Originally reported by ExchangeWire
Ebiquity, Lumen Research and Net Zero Media released a report, A Metric for Effective & Responsible Advertising, that combines effectiveness and carbon footprint into one measure. The Attention to Emissions (A/E) ratio expresses how many attentive seconds an ad earns per gramme of carbon emitted.
Why it matters
It attempts to give advertisers a single metric for judging both campaign performance and environmental impact, which could shape how media plans are evaluated as sustainability pressure grows.
Explain it like I’m new here
It's like grading a lemonade stand not just on how many customers stop by, but on how much waste each customer costs you — one score for both.
Read the original at ExchangeWire
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