GreenGRP is a comprehensive media industry initiative to offset CO2 emissions. It provides an open-source tool to media buyers and the media industry to facilitate climate-neutral advertising and media for their clients.

Sustainable products are booming. Meanwhile, sustainability is the most controversial topic in the advertising industry.From concept to production to broadcast – the global advertising industry produces millions of tons of CO2 emissions each year.

For example: a simple sponsored Instagram ad with 20 million impressions alone, is responsible for around 5 tons of CO2.

When we began to build the platform, German companies invested €25 billion net in advertising, according to the ZAW, creating a significant and measurable carbon footprint. As brands and products are becoming more sustainable, it is time for the media industry to follow suit.

To reduce emissions and combat global warming, it is crucial to have access to a free, reliable, and real-time CO2 emission calculation tool.

The Green GRP offering recognizes this need and provides the necessary instrument to take action.

GreenGRP is an open-source initiative that enables brands and media outlets to produce and publish carbon-neutral campaigns. By bringing together various media stakeholders and partnering with ClimatePartner, GreenGRP serves as a platform for the media and advertising industry to offset the carbon emissions produced by their campaigns through a simple, transparent, and user-friendly system. With GreenGRP, any brand, agency, or media house can achieve a fully certified climate-neutral campaign in just a few clicks.

Our target audience included media colleagues, brand and media owners, ad agencies, and other marketers who we aimed to reach with a fully compensated, carbon neutral outreach - of course. Our goal was to make the industry aware that there is more that can be done to achieve the UN climate goals and offer a platform that empowers immediate action. Our solution was open, accessible, and intuitive to encourage the adoption of a carbon-neutral campaign as an industry standard. Through industry press and social media buzz, we promoted the idea of a carbon-neutral campaign and enabled media buyers to easily make their clients' campaigns carbon-neutral while keeping their brands aligned with climate goals.

GreenGRP has access to thousands of data sets that allow for a precise calculation of a campaign's CO2 impact across all touchpoints and media channels, from production to hosting. By using the GreenGRP algorithm, advertisers can quickly determine the CO2 emissions generated by their campaigns and easily offset them from start to finish with a simple tick in the box. This open-source initiative is free to use for any brand, agency, or media outlet. Simply visit www.greengrp.io, submit campaign assets, calculate resulting CO2, and compensate it. After selecting a specific climate protection project from ClimatePartner, the client will receive a detailed report, a certificate, and the official climate-neutral seal. The impact, objectives, and KPIs of the campaign remain the top priority, and GreenGRP does not adjust the media mix.

The platform was launched on World Climate Day with the first-ever climate-neutral ad break in Germany, Italy, France, and Austria.

GreenGRP was launched on world climate day with the first ever climate neutral ad break in Germany, Italy, France and Austria. Since then, the initiative has garnered immense support, with TV networks, radio stations, and publishing houses completely transitioning to GreenGRP. Each advertising block both in radio and TV of ARD - Germanys largest public broadcasting group - is 100% compensated via GreenGRP.

The unprecedented media partner coalition has created a new standard for sustainability in the industry, with more than 6,000 clients from over 60 countries already using GreenGRP. To date, GreenGRP has offset more than 5,125 tons of CO2 emissions. The initiative has achieved a remarkable feat of bringing together the biggest competing media houses to work towards a common goal of sustainability in the industry.

GreenGRP uses data and analytics to present clients with a clear and understandable carbon footprint of their campaign. Our advanced algorithm uses emission data provided by our media partners and incorporates over 200 types of media channels to calculate emissions from material production to distribution. With thousands of data sets, we can accurately determine the CO2 impact of any campaign across any media channel, including print, TV, OoH, and digital. The algorithm works in real-time and improves with each compensated campaign, becoming more adept at calculating CO2 emissions and effectively offsetting them through a simple and transparent process.