Clarifying industry collaboration

• Participants discussed how best to engage with existing advertising sustainability initiatives, with strong interest in ensuring alignment, avoiding duplication and complementing rather than competing with existing frameworks.

Measurement with purpose

• The group highlighted concerns about reinventing existing tools and stressed the importance of focusing measurement effort on areas that genuinely drive emissions reductions, rather than low‑impact but complex data points.

Beyond delivery emissions

• There was agreement that advertising sustainability should account not only for distribution but also for the impact of advertising content and formats, which can materially influence overall footprint.

Managing data burden

• Participants emphasised the need for consistent, reasonable data requests across the industry, noting the risk that excessive complexity could distract from the largest emissions drivers.

Commercial realities and misinterpretation risk

• The group acknowledged growing demand from advertisers for quantified emissions data, alongside concern that poorly contextualised results could lead to changes with little or no environmental benefit.

DIMPACT’s enabling role

• There was clear appetite for DIMPACT to act as a light‑touch, coordinating partner - helping set priorities, provide clarity and reduce pressure on individual organisations.

Shared positioning agreed

• The group supported developing a high‑level positioning paper from a media‑owner perspective to establish common principles, set boundaries, and provide a coherent reference point for industry engagement.

The session established a strong foundation for collaborative, pragmatic progress, with next steps focused on developing shared positioning and supporting clearer alignment across the advertising sustainability landscape.