Finding the right level of data

• Participants discussed the tension between generic emissions data, which is often easier to obtain but less impactful, and highly detailed data, which can be burdensome without clearly improving decisions. The group agreed that guidance should prioritise metrics that genuinely support decarbonisation.

DIMPACT’s role in the advertising ecosystem

• The session explored how DIMPACT can help clarify where generic data is appropriate (such as downstream or aggregated impacts) and where more specific, activity‑based data is needed to identify meaningful reductions.

Improving modelling of advertising emissions

• There was agreement on the need for better modelling of advertising content and delivery, including how factors such as ad duration, format and delivery method influence overall carbon footprint.

Advertising principles development

The group reviewed progress on an advertising principles document and discussed how it could support industry alignment, with reference materials from existing research highlighted as useful inputs.

Internal alignment before external engagement

Consensus was reached that the principles should be reviewed within the working group first, before being shared externally with advertising sustainability initiatives and other relevant industry bodies.

Clarity on data requests

• Participants raised concerns about unproductive or overly complex data requests and emphasised the value of aligning on what constitutes a useful and proportionate ask for advertisers and partners.

The session reinforced the importance of clear, pragmatic guidance to help the advertising industry focus effort where it matters most, with next steps centred on finalising the principles document and supporting wider industry collaboration on implementation and decarbonisation priorities.