Dentsu pilots ‘DIMPACT’, pioneering tool to manage media industry’s digital carbon footprint


DIMPACT, the pioneering initiative to help the digital media industry map and manage its carbon impacts, is moving beyond proof of concept. Following a 12-month pilot phase, where computer science researchers from the University of Bristol collaborated with dentsu international and some of the world’s most innovative media companies, the DIMPACT web app is now operational with a clear path for further development.

Today’s announcement sees the culmination of 12 month’s work from the founding participants  who joined forces in 2019 to launch DIMPACT, facilitated by sustainability experts Carnstone. DIMPACT is a web-based tool that calculates the greenhouse gas (GHG) emissions associated with serving media content – downstream from the point of content production, including the end user. DIMPACT has successfully created four modules covering digital video streaming, publishing, advertising services, and business intelligence, with gaming and music streaming modules next on the agenda. 

Dentsu’s collaboration with DIMPACT is part of a wider workstream to interrogate the emissions associated with the placement of digital advertising on behalf of its clients. By working with media and technology partners, dentsu is building an accurate picture of the emissions resulting from the use of different digital media types. This will allow dentsu to assess the carbon impact of a client’s digital media strategy and support them to select lower carbon alternatives. This work will provide transparent data for reporting and decision making, supporting others on their journey to Net Zero and best in class climate disclosure.

And the DIMPACT collaboration is growing as BT, Cambridge University Press, and Netflix have now joined founding participants BBC, dentsu international, Informa, ITV, Pearson, RELX, Schibsted and Sky. DIMPACT has engaged the Carbon Trust for an independent validation of the model underpinning the tool, and to establish the carbon impact of media streaming. The findings will be published in a white paper in the spring.

Anna Lungley Chief Sustainability Officer, dentsu international added

“At dentsu we recognise the role we play in helping our clients decarbonise their digital advertising. But quantifying the carbon emissions associated with digital media has been historically a complex and challenging exercise, with little accurate data to verify calculations. Our collaboration with Bristol University, Carnstone and some of the world’s most innovative media companies has helped create a tool we hope will help the media and advertising industry play its part in reducing the carbon impact of content”.

“It is rare to see an initiative that combines cutting-edge academic research with real-world impacts to such a degree as DIMPACT. We have seen our research and modelling skills translated into meaningful results for a whole industry. We expect this technology to go far, as we have only just started. Internationalisation, forecasting, validation and increasing the scope are the focus areas that will drive the next phase of development” adds Dr Daniel Schien from Bristol’s Department of Computer Science.

In 2020, dentsu became the first advertising holding company to commit to Net Zero emissions by 2030, underpinned by an approved science-based target set in line with a 1.5oC warming scenario, the highest level of climate ambition. Dentsu has also joined Ad Net Zero, an initiative that brings together major players in the advertising sector to reduce the carbon impact of the UK advertising industry to real net zero. This means achieving zero emissions without offsetting any residual emissions. In 2020 dentsu became the first in their industry to be powered by 100% renewable energy and achieved an A- rating by CDP for the second year running.

Dentsu International CEO, Wendy Clark, is also a member of The Alliance of CEO Climate Leaders, a global network of CEOs who see the business benefits of bold and proactive action to ensure a smooth transition to a low-carbon and climate resilient economy. 


For more information, please contact:

Fiona Magill, Senior PR Consultant dentsu International

07545 101153 Email:

Christian Toennesen, Senior Partner at Carnstone  Telephone: 07962426282


The University of Bristol Press Office

Telephone: (0)11739 40181 Email: 

About dentsu international

Part of dentsu, dentsu international is made up of eight leadership brands - Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, MKTG, Posterscope and supported by its specialist brands. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists.

Dentsu International is a member of the steering group of the Ad Net Zero initiative. In October 2020 we announced a new goal to achieve Net Zero emissions by 2030, underpinned by an approved science-based target set in line with a 1.5°C warming scenario, the highest level of climate ambition. This builds on our ambition to deliver best in class environmental performance.

In 2019 we achieved our 2020 carbon reduction target, reducing emissions by 43% per FTE since 2015. In 2020 we switched to procure 100% of our electricity from renewable sources in support of our membership of RE100 and received an A- rating by CDP on carbon disclosure for the second year running setting a new benchmark for our sector.

We joined forces with Bristol University and some of the world’s most innovative media companies to launch DIMPACT, a collaboration to map the carbon impacts of digital value chains now embedded in the AdGreen initiative. In recognition of the role we play in driving consumption, in October 2020 we launched a new goal to enable 1 billion people to make more sustainable choices by 2030.


DIMPACT is a collaborative project convened by Carnstone Partners Ltd. Carnstone is a management consultancy specialising in sustainability, serving clients from offices in London and Shanghai. 30 people strong, Carnstone works globally across all sectors, typically with large companies but also investors, major foundations, and international associations such as UNDP and UNGC. Carnstone is the architect and convener of several industry collaborations, including the Pharmaceutical Supply Chain Initiative, Book Chain Project and the Responsible Media Forum. 

University of Bristol, Department of Computer Science

The Department of Computer Science at the University of Bristol is an international centre of excellence in the foundations and applications of computing. Staff in the Department carry out internationally leading research in intelligent systems, digital media, foundations, personal systems, and architecture and design. The Sustainable Computing team, led by Professor Chris Preist, conducts research focused on the impact of digital technology on human behaviour - both intended and unintended - and the implications of this for the challenges of sustainable development.