Jellyfish and Impact Plus join forces to reduce emissions from media campaigns
Jellyfish and Impact Plus have partnered to incorporate emissions data into the agency's media buying decisions. The agreement covers programmatic advertising and paid social media campaigns in particular. The aim is to help teams select placements based on both their carbon intensity and media performance.
How will Jellyfish and Impact Plus measure carbon intensity?
Reducing the environmental footprint of advertising depends not only on creative formats or the technologies used. It also depends on how campaigns are planned, bought and delivered. With this in mind, Jellyfish, an international digital marketing agency, has chosen Impact Plus to strengthen the carbon analysis of its advertising activities.
Announced on 9 November 2026 by The Media Leader, the partnership includes two analyses per year. Impact Plus will combine data samples from Jellyfish's buying platforms with emissions factors, including those provided by ADEME. The analysis will help identify the delivery parameters that have the greatest influence on carbon intensity within the scope assessed.
Carbon intensity expresses emissions per unit of activity. Emissions per 1,000 impressions, for example, make it possible to compare two domains with different delivery volumes, provided the measurement scope is comparable.
How will Jellyfish use this data in its media buying?
The analyses are intended to inform two decisions: which domains to retain on placement lists and which changes to roll out more widely.
Reviewing placement lists
In certain markets, including the United States, Jellyfish already uses lists of domains on which its adverts can appear. The agency plans to refine this selection by temporarily excluding domains with the highest emissions per impression.
Tracking emissions and media performance
To assess the effect of changing a list, it is useful to compare two sets of placements serving the same objective. Two factors should be considered:
- Total emissions and emissions per impression, to determine whether the campaign produces fewer emissions overall or whether only its carbon intensity decreases.
- A performance metric suited to the campaign, such as cost per conversion or view-through rate, to check whether the change maintains the intended outcome.
What did the collaboration between Jellyfish and Impact Plus reveal for HEINEKEN France?
In 2024, Jellyfish and Impact Plus had already worked together on programmatic campaigns for HEINEKEN France. Jellyfish's J+Bidding algorithm took into account carbon intensity data provided by Impact Plus alongside media performance objectives.
In its sustainability report, Jellyfish had already reported a 2% to 35% reduction in emissions and a 4% to 14% increase in view-through rate when comparing the first and second halves of the campaigns studied. These results relate to the collaboration between Jellyfish and Impact Plus in 2024.
The carbon footprint of AI: a separate area of work
Jellyfish is also working to measure emissions from generative AI used in creative production. The agency is seeking to centralise these uses on Pencil, a platform within the same group, and has adapted its team training. This work concerns content production, whereas the announced twice-yearly analyses focus on media buying.
This work takes place against a backdrop of increasingly specific environmental requirements from advertisers, particularly in Europe. For agencies, the ability to document emissions and identify reduction measures may therefore become part of the support they offer clients.
Making carbon footprint a media buying criterion
Through this partnership, Jellyfish and Impact Plus aim to bring environmental measurement closer to everyday media buying decisions. Regular monitoring of carbon intensity, inventory selection and consideration of advertising performance are the main pillars of this new collaboration.
Jellyfish's approach could also serve as an example for others: before deciding where to run their adverts, media teams can compare placements based on their emissions per impression and expected performance. For brands and their agencies alike, the challenge is to turn this data into a practical decision-making tool that can be measured over time.
To assess a campaign's emissions and test reduction measures, our decarbonisation guide explains the entire process, from establishing a baseline to monitoring results.
Jellyfish and Impact Plus join forces to reduce emissions from media campaigns
Jellyfish and Impact Plus have partnered to incorporate emissions data into the agency's media buying decisions. The agreement covers programmatic advertising and paid social media campaigns in particular. The aim is to help teams select placements based on both their carbon intensity and media performance.
How will Jellyfish and Impact Plus measure carbon intensity?
Reducing the environmental footprint of advertising depends not only on creative formats or the technologies used. It also depends on how campaigns are planned, bought and delivered. With this in mind, Jellyfish, an international digital marketing agency, has chosen Impact Plus to strengthen the carbon analysis of its advertising activities.
Announced on 9 November 2026 by The Media Leader, the partnership includes two analyses per year. Impact Plus will combine data samples from Jellyfish's buying platforms with emissions factors, including those provided by ADEME. The analysis will help identify the delivery parameters that have the greatest influence on carbon intensity within the scope assessed.
Carbon intensity expresses emissions per unit of activity. Emissions per 1,000 impressions, for example, make it possible to compare two domains with different delivery volumes, provided the measurement scope is comparable.
How will Jellyfish use this data in its media buying?
The analyses are intended to inform two decisions: which domains to retain on placement lists and which changes to roll out more widely.
Reviewing placement lists
In certain markets, including the United States, Jellyfish already uses lists of domains on which its adverts can appear. The agency plans to refine this selection by temporarily excluding domains with the highest emissions per impression.
Tracking emissions and media performance
To assess the effect of changing a list, it is useful to compare two sets of placements serving the same objective. Two factors should be considered:
- Total emissions and emissions per impression, to determine whether the campaign produces fewer emissions overall or whether only its carbon intensity decreases.
- A performance metric suited to the campaign, such as cost per conversion or view-through rate, to check whether the change maintains the intended outcome.
What did the collaboration between Jellyfish and Impact Plus reveal for HEINEKEN France?
In 2024, Jellyfish and Impact Plus had already worked together on programmatic campaigns for HEINEKEN France. Jellyfish's J+Bidding algorithm took into account carbon intensity data provided by Impact Plus alongside media performance objectives.
In its sustainability report, Jellyfish had already reported a 2% to 35% reduction in emissions and a 4% to 14% increase in view-through rate when comparing the first and second halves of the campaigns studied. These results relate to the collaboration between Jellyfish and Impact Plus in 2024.
The carbon footprint of AI: a separate area of work
Jellyfish is also working to measure emissions from generative AI used in creative production. The agency is seeking to centralise these uses on Pencil, a platform within the same group, and has adapted its team training. This work concerns content production, whereas the announced twice-yearly analyses focus on media buying.
This work takes place against a backdrop of increasingly specific environmental requirements from advertisers, particularly in Europe. For agencies, the ability to document emissions and identify reduction measures may therefore become part of the support they offer clients.
Making carbon footprint a media buying criterion
Through this partnership, Jellyfish and Impact Plus aim to bring environmental measurement closer to everyday media buying decisions. Regular monitoring of carbon intensity, inventory selection and consideration of advertising performance are the main pillars of this new collaboration.
Jellyfish's approach could also serve as an example for others: before deciding where to run their adverts, media teams can compare placements based on their emissions per impression and expected performance. For brands and their agencies alike, the challenge is to turn this data into a practical decision-making tool that can be measured over time.
To assess a campaign's emissions and test reduction measures, our decarbonisation guide explains the entire process, from establishing a baseline to monitoring results.