MAM
The growing demand for carbon offsetting and carbon credits
Mumbai: In recent years, the global conversation around climate change has intensified, leading to increased awareness and urgency regarding the need for sustainable practices. One key area that has gained significant traction is carbon offsetting and carbon credits. Creduce, India’s leading services provider in the field of climate change and carbon asset management, recognizes the pivotal role these measures play in shaping a sustainable future.
Understanding carbon offsetting:
Carbon offsetting is a process where individuals, businesses, or governments invest in environmental projects to balance out their own carbon emissions. These projects, such as reforestation initiatives or renewable energy installations, absorb or reduce an equivalent amount of carbon dioxide from the atmosphere. This practice allows entities to neutralize their carbon footprint, thereby mitigating the adverse effects of climate change.
The significance of carbon credits:
Carbon credits are a key component of carbon offsetting efforts. They represent a unit of measurement for one ton of carbon dioxide or its equivalent gases that have been reduced or removed from the atmosphere. Organizations can buy these credits from projects that have successfully reduced emissions. By purchasing carbon credits, companies can meet their emission reduction targets, support sustainable development initiatives, and contribute to global climate change mitigation efforts.
Factors driving the demand:
Corporate Social Responsibility (CSR): Many businesses are recognizing the importance of CSR initiatives, including carbon offsetting, to enhance their public image and contribute to environmental conservation.
Regulatory compliance: With increasing environmental regulations worldwide, businesses are compelled to reduce their carbon emissions. Carbon offsetting provides a viable avenue for compliance with these regulations.
Consumer awareness: As consumers become more environmentally conscious, they are demanding that companies take responsibility for their carbon emissions. This push from consumers is driving businesses to invest in carbon offsetting initiatives.
Climate change mitigation: Governments and international organizations are actively promoting carbon offsetting as a practical solution to mitigate the adverse effects of climate change. This support further boosts the demand for carbon credits.
Challenges and opportunities:
While the demand for carbon offsetting and carbon credits is on the rise, several challenges persist. These include ensuring the transparency and effectiveness of offset projects, avoiding greenwashing, and promoting inclusivity in the distribution of benefits from these initiatives.
However, these challenges also present opportunities for innovation and improvement. Technological advancements, increased collaboration between governments and private sectors, and robust monitoring mechanisms can enhance the credibility and impact of carbon offsetting projects.
Conclusion:
The growing demand for carbon offsetting and carbon credits signifies a significant step toward a sustainable future. Creduce, as a leading player in the climate change and carbon asset management sector, remains committed to supporting businesses and organizations in their efforts to reduce carbon emissions. By understanding the significance of carbon offsetting, addressing challenges, and seizing opportunities, society can collectively work towards a greener, more sustainable planet.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
