WPP Australia and New Zealand’s media investment arm, GroupM, is putting sustainability at the core of its business, unveiling a plan to decarbonise digital media in an effort to help reduce the environmental impact of their clients’ advertising spend.

Called the digital sustainability initiative (DSI), it is the agency group’s effort to decarbonise the programmatic media supply chain – that is, decarbonising the automated process to buy ads in online videos or on websites.