• by Joe Mandese  @mp_joemandese, August 1, 2024

GroupM this morning announced it has saved 230 tonnes of CO2 -- equivalent to the weight of two blue whales, or three-fifths of the Statue of Liberty -- in the past-year media buys, according to a carbon calculator tool from adaptive streaming technology developer SeenThis.

GroupM, which began collaborating with SeenThis in 2023, announced the carbon-reducing media-buying tool is now "fully integrated" throughout its organization and processes, and based on the calculator's estimates, reduced 230 tonnes of CO2 in the past 12 months.

"One year on, we are achieving what we said we would do, building on our global framework for media decarbonization," GroupM Global Head of Partnerships Kieley Taylor states in this morning's announcement, which goes on to compare the energy output of its CO2 reduction to "the equivalent of charging more than 15 million smartphones."