Many companies are now engaged with their own carbon reduction targets. Whilst advertising production may be a small piece of the overall pie for some, it’s still a contributor to the bigger picture. By joining the conversation, each party involved can play their part in reducing emissions as much as possible. Big infrastructure shifts are required to get to zero, but the more companies involved in the discussion the better, as more demand should open up more supply. It’s very likely we’ll also see mandatory scope 3 reporting (as well as scopes 1 and 2) for more and more organisations – so getting involved in carbon calculation now will help you get prepared. We can already imagine a future where those servicing the advertisers are working to a carbon budget as well as a financial one.