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LEAF - IAB Europe
Learn More
Frequently Asked Questions
OpenGHG
CreativeLi
LEAF
Smart Solutions for Sustainable Digital Advertising
Developed by IAB Europe, LEAF is a suite of utilities that are designed to support the reduction of environmental impact in digital advertising campaigns. It provides practical solutions for monitoring and improving the environmental impact of advertising - all in one centralised place.
Sign Up TodayWhy Use LEAF?
As sustainability is increasingle prioritised as a media investment consideration, LEAF provides an easy way for advertisers, agencies, ad tech, and publishers to stay updated on industry standards and best practices. Powered by the learnings and outputs of our Sustainability Standards Committee, LEAF houses solutions that can support meaningful action - whether it’s estimating a campaign’s carbon footprint or optimising creatives.
What is included?
LEAF houses several of IAB Europe’s Utilities including:
OpenGHG - an innovative tool designed to estimate greenhouse gas emissions from digital advertising campaigns in alignment with emerging global standards.
CreativeLi - a tool designed to showcase how digital display advertising creatives can be optimised by reducing file size without compromising visual quality.
Keep your eyes peeled for more utilities coming soon!
Key Benefits of Using LEAF
Transparent GHG Emissions
Understand the enviornmental impact of digital advertising campaigns in alignment with emerging standards.
Centralised Sustainability Tools
Monitor and improve ad sustainability in one easy-to-use platform.
Standards & Best Practice
Stay ahead of evolving sustainability standards and guidance.
How to Sign Up
The pricing structure for LEAF is designed to accommodate different membership tiers. IAB Europe members can join for free, while members of National IABs and Federations can benefit from a discounted rate of €495 + VAT.
The standard fee for non-members is €545 + VAT.
Learn More
View our FAQs here for a deeper dive into LEAF and the utilities included. You can also email the team at leaf@iabeurope.eu, who will be happy to answer any questions you have and can also provide you with a demonstration of the products.
Ready to Get Started?
Simply head over to the LEAF platform here to get set up, and strat driving greater sustainability today.
Don’t Just Take Our Word For It
Here is what members of the digital advertising ecosystem have to say:
Saskia Rosset
e-commerce marketing manager at Affinity Petcare
"As Retail Media continues to evolve, having a standardised certification program like the one IAB Europe is introducing is crucial. It not only ensures consistency and transparency across the industry but also provides brands and agencies with the confidence that their retail media strategies meet the highest standards, both onsite and off-site."
Casper Van-Wandelen
Retail Media Lead, Unilever
“I am very pleased with the new IAB Europe’s Certification Programme, as it marks a significant new milestone in the industry’s development. It fosters credibility and trust, simplifies cross-retailer comparisons, and ensures advertisers receive reliable data.“
Jason Wescott
Global Head of Commerce Solutions at GroupM Nexus and Chair of IAB Europe’s Retail Media Committee
"With the expansion of Retail Media, establishing trust and confidence through standardised measurement practices is crucial. The Retail Media Certification Programme marks a key step in ensuring transparent, consistent, and industry-aligned measurement. This initiative offers retailers a chance to stand out by committing to accountability and measurement integrity, which will help foster stronger collaboration with brands and agencies."
Rishika Choumal
Global Retail Media Lead at Henkel
"The IAB Europe Retail Media Certification Programme is a step in the right direction to address brand pain points by pinpointing at critical areas of commitment - transparency, digital industry alignment, and consistency in data & measurement. It will help brands make the right investment and optimisation decisions driven by data on the one hand, while strengthening a trustful relationship with retailers on the other. All while advancing the entire Retail Media ecosystem in Europe."
Frequently Asked Questions
LEAF is a Sustainability Suite developed by IAB Europe. It includes digital utilities designed to reduce carbon and GHG emissions in digital advertising campaigns by providing monitoring, optimisation, and improvement tools.
LEAF is designed for digital advertisers, brands, publishers, ad tech providers, sustainability managers, agencies, industry regulators, and National IABs who want to integrate sustainability into their advertising operations.
LEAF includes:
OpenGHG: A web app to measure GHG emissions in digital advertising campaigns.
CreativeLi: A tool for optimising image and video file sizes to reduce carbon footprint while maintaining quality.
As sustainability is increasingly prioritised as a media investment consideration, LEAF provides an easy way for advertisers, agencies, ad tech, and publishers to stay updated on industry standards and best practices. Powered by the learnings and outputs of our Sustainability Standards Committee, LEAF houses solutions that can support meaningful action - whether it’s estimating a campaign’s carbon footprint or optimising creatives.
OpenGHG
OpenGHG is a web-based application designed to measure carbon emissions in digital advertising. It allows National IABs to provide default values and enables advertisers, agencies, publishers, and tech vendors to calculate and report emissions.
- Market-based default values from National IABs.
- User-provided campaign data.
- Industry-standard formulas based on the Global Sustainable Media Framework.
- Easy-to-understand results with clear explanations.
- Breakdown of emissions by creative production, distribution, consumption, and corporate overhead.
- Ability to edit or use default values provided by IAB Europe.
CreativeLi
CreativeLi is a digital asset optimisation tool that reduces the file size of image and video creatives without compromising visual quality. This helps lower emissions associated with digital ad campaigns.
CreativeLi uses advanced compression metrics to optimise creatives while preventing both under- and over-compression. This ensures that ad quality and user experience are maintained.
- Reduces the environmental impact of digital ad campaigns.
- Maintains visual quality while optimising file size.
- Supports sustainability goals without sacrificing performance.
Implementation & Access
Please access LEAF directly here: https://www.leaf.iabeurope.eu/
If you are an IAB Europe Member, your request for access will be validated and you will be granted access shortly.
If you are not an IAB Europe member, you will be redirected to the subscription page to validate your payment and your access will be granted shortly after.
LEAF is available as a single-tier subscription:
- 495 EUR + VAT per year for Members of National IABs.
- 545 EUR + VAT per year for Non-Members.
- Free for IAB Europe Members.
- Full access to OpenGHG and CreativeLi.
- Relevant guides and materials.
- Future updates and feature enhancements.
- New products added to LEAF.
For help and support please get in touch with the team at leaf@iabeurope.eu.
© 2025 IAB Europe. All Rights Reserved.
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