We Are AdGreen
AdGreen provides a free carbon calculator, sustainability training, and reduction resources that help advertising agencies, production companies, and brands measure and lower emissions from motion, stills, and audio production.
- Company typePrivate
- Founded2014
- HeadquartersCity Of London, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What We Are AdGreen does
AdGreen (legally Advertising Association AdGreen Ltd) is a UK-registered private limited company headquartered in London that operates a carbon calculator and sustainability resource suite purpose-built for the advertising production industry. Its core product is a free, self-serve web-based Carbon Calculator that enables advertising agencies, production companies, brands, and production consultancies to measure emissions from motion, stills, and audio productions across 13 defined activity areas, including air travel, catering, data storage, equipment transport, AI usage, shooting spaces, and wardrobe. The platform offers two calculation modes — Early Insights (pre-production estimates using educated guesses) and Final Footprints (post-production calculations using actual project data) — and supports multi-company collaboration with role-based access control across holding companies, brands, agencies, production companies, post-production houses, and suppliers. The technology stack is built on Heroku (backend/API, PostgreSQL database), Vercel (frontend with Next.js), AWS S3 (file storage), and integrates Climatiq as the carbon intelligence engine, with Bugsnag, New Relic, and PaperTrail for observability, and Zoho for CRM and newsletter distribution.
The organisation operates a hybrid funding model in which the calculator is provided completely free of charge, driving product-led adoption across the global advertising industry, while revenue is generated through a voluntary industry levy of 0.25% of UK production cost (capped at £2,500 per production) collected by UK-based agencies and production companies. The organisation is institutionally embedded in the advertising industry's sustainability infrastructure, backed by major trade bodies (IPA, ISBA, AOP, APA, Advertising Association) and supported by founding agency partners and major brands (WPP, Dentsu, Havas, Publicis UK, adam&eveDDB, AMV BBDO, Ogilvy, Diageo, Google, L'Oreal, Unilever, Sky). AdGreen maintains a deliberately small team of approximately five core members, with dedicated hubs in the UK (headquarters), the United States, and the Netherlands, and operates an Advisory Board comprising senior representatives from across the industry value chain.
We Are AdGreen firmographics
Firmographics- Name
- We Are AdGreen
- Legal name
- Advertising Association AdGreen Ltd
- Website
- https://weareadgreen.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AdGreen provides a free carbon calculator, sustainability training, and reduction resources that help advertising agencies, production companies, and brands measure and lower emissions from motion, stills, and audio production.
- Ownership category
- akta.pro rank
We Are AdGreen industry classification
Industry- Product category
- Sustainability Software for Advertising Production
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Enterprise Carbon Accounting & GHG Inventory Platforms (EUABAEAA)
- akta.pro secondary industries
- Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms (EUABAEAD), Benchmarking, Ratings & Stakeholder Reporting Portals (Scorecards, Dashboards) (EUABAEAJ), Supply Chain (Scope 3) Emissions & Supplier Engagement Platforms (EUABAEAE)
Keywords
Where We Are AdGreen is headquartered
LocationHeadquarters
- HQ city
- City Of London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
We Are AdGreen business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- AdGreen Levy: A voluntary levy payment of 0.25% of the cost to produce an advertising asset (i.e., £2.50 per £1,000 spent on a shoot), capped at £2,500 per production. The levy is paid by organizations producing advertising work for advertisers in the UK and passed onto AdGreen. Currently collected by UK-based organizations on productions worldwide, with potential for international rollout.
- Free Calculator Platform: The core carbon calculator is provided free of charge to all users. This drives adoption and data collection that supports the organization's mission while the levy provides funding sustainability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Carbon Calculator - Full access to all calculator features including Early Insights, Final Footprints, and reporting |
| Transaction based/ take rate | Pay-as-you-go | AdGreen Levy - 0.25% of production cost |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
We Are AdGreen product offering
Product offeringCore offering
AdGreen operates a free, bespoke carbon calculator for the advertising industry that measures emissions from motion, stills, and audio production projects across multiple activity areas (air travel, catering, data storage, transport, accommodation, AI usage, shooting spaces, wardrobe, etc.). The platform supports both Early Insights (pre-production estimates) and Final Footprint (post-production actuals) calculation modes with multi-company collaboration features. The offering is complemented by sustainability training programs and reduction resources including guides, case studies, and annual reports, all funded by a voluntary 0.25% AdGreen Levy on UK production costs.
Product overview
AdGreen provides a suite of sustainability tools for the advertising industry centered on its Carbon Calculator, complemented by Sustainability Training and Reduction Resources. The core AdGreen Carbon Calculator is a free web application that enables businesses to measure emissions from advertising production (motion, stills, and audio) through Early Insights (pre-production estimates) and Final Footprints (actual data calculations). The AdGreen Levy provides optional funding at 0.25% of production costs. The Reduction Resources include tailored guides, annual reports, and documented case studies. AdGreen's team is UK-based with hubs in the USA and Netherlands.
Differentiator
Problem solved
Functional benefit
Products and services
- AdGreen Carbon Calculator A free web-based carbon calculator that enables advertising businesses to measure and understand the carbon footprint of their motion, stills, and audio production projects. Supports Early Insights (pre-production estimates) and Final Footprints (post-production actuals) calculation modes with emissions tracked across activity areas including air travel, catering, data storage, work spaces, AI usage, equipment transport, accommodation, shooting spaces, wardrobe, and art department/SFX. Includes multi-company collaboration with role-based access control.
- Sustainability Training Training programs and educational resources that teach advertising professionals how to make their productions more sustainable and communicate their climate-friendly credentials. Available online for individuals and teams.
- Reduction Resources A library of resource guides, case studies, annual reports, and articles providing practical advice for reducing carbon emissions in advertising production. Includes tailored guides for brands, agencies, production companies, and suppliers, plus documented case studies showcasing real-world carbon reduction successes.
- AdGreen Levy A voluntary funding mechanism where UK-based agencies and production companies contribute 0.25% of production costs (capped at £2,500 per production) to support AdGreen's operations. Collected by UK-based organizations on productions worldwide with templates provided for levy collection.
Quantifiable outcome
- AdGreen's 2025 Annual Review shows advertising production could cut emissions by more than a quarter and save millions in costs
- +4 more outcomes
Companies that use We Are AdGreen
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles4 records
We Are AdGreen technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
We Are AdGreen partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and major.
- IPA (Institute of Practitioners in Advertising)coreKey industry trade body supporting AdGreen as part of the advertising industry's move to sustainable production. IPA is listed among supporting organizations and likely provides strategic guidance through advisory board participation.
- ISBAcoreMajor UK advertising trade body representing advertisers, supporting AdGreen's mission to reduce production emissions industry-wide.
- AOP (Association of Online Publishing)coreTrade body representing online publishers, supporting sustainable advertising production initiatives.
- APA (Advertising Producers Association)coreTrade body for production companies, partnered with AdGreen on events including Production Unplugged sponsorship and ESG zone support.
- Advertising AssociationcoreUmbrella trade organization for UK advertising, hosting the AdGreen initiative under its umbrella. AdGreen is registered as Advertising Association AdGreen Ltd.
- WPPcoreMajor advertising holding company, founding partner of AdGreen. Hosts Superuser Celebration events. Among levy collectors and supporters of sustainable production.
- DentsucoreMajor advertising agency network supporting AdGreen as part of industry sustainability initiatives.
- HavascoreGlobal advertising and communications company supporting AdGreen initiatives.
- Publicis UKcoreMajor advertising holding company among AdGreen supporters and levy collectors.
- adam&eveDDBmajorLeading creative agency, early adopter and supporter of AdGreen. Case study partner for Quorn production.
- AMV BBDOmajorMajor creative agency, founding WPP partner, multiple Ad Net Zero award winner for sustainable production.
- OgilvymajorGlobal agency network supporting AdGreen, with multiple case study productions (Perrier campaigns with Gang Films).
- MSQmajorJoined AdGreen's Advisory Board, providing insights for delivering sustainable worldwide production through local content creators.
- Founder + LightningcoreSub-processor providing support, management and development of the carbon calculator tool.
- HerokucoreCloud platform hosting the BE/API application, database (PostgreSQL), error tracking (Bugsnag), performance tracking (New Relic), and system logs (PaperTrail).
- VercelcoreCloud platform providing hosting and content delivery network services using Next.js framework.
- AWS S3coreFile storage service for files, images, and database backups.
- ClimatiqcoreEmbedded carbon intelligence solutions used for carbon emission calculations.
- ZohocoreCRM system used for managing leads, contacts, and newsletter distribution.
- Advisory Board MemberscoreAdvisory board made up of leading industry players and UK advertising trade bodies (advertisers, agencies, production companies) providing strategic guidance. MSQ Source specifically joined to bring experience in sustainable worldwide production.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
We Are AdGreen competitors and assessment
Company assessmentDirect peers
- Greenly: Greenly is a carbon accounting platform tailored to SMBs and mid-market companies, offering automated footprinting and reduction tracking. While SMB-focused, Greenly's vertical-modules approach mirrors AdGreen's specialist positioning and could be adapted by agencies or in-house teams as an alternative.
- Normative: Normative is a carbon accounting and reduction engine serving enterprise customers with deep emissions analytics. It competes for the same advertiser-driven Scope 3 spend as AdGreen and could erode AdGreen's wedge by offering media-specific or supply-chain-specific modules.
- Watershed: Watershed is an enterprise carbon accounting platform that helps companies measure and reduce emissions across operations and supply chains. It competes with AdGreen at the top of the funnel — large advertisers could use Watershed's generalist platform to measure production-related Scope 3, reducing reliance on a vertical-specific tool like AdGreen.
- albert: albert is the UK-based sustainable production certification and resource hub for the screen industries (film, TV, and advertising production). It shares the same UK trade-body-backed, industry-funded model as AdGreen and serves overlapping producers and advertisers — AdGreen's methodology and albert's certification are complementary for productions seeking both measurement and recognition.
- Sweep: Sweep is a carbon management platform focused on mid-market companies, covering Scopes 1, 2, and 3 emissions. It targets corporate sustainability teams and could credibly extend into advertising-production value-chain emissions measurement, competing with AdGreen on methodology and dashboarding for the same advertiser buyer.
- Emitwise: Emitwise is an AI-powered carbon accounting platform helping enterprises measure and reduce emissions across operations and value chains. As a generalist platform with scope to specialize, it represents another well-capitalized competitor for advertising-related Scope 3 measurement work.
- Persefoni: Persefoni is a carbon accounting and climate-management SaaS platform targeting enterprise finance and sustainability teams. Like Watershed, it represents the generalist carbon-accounting tier that could expand into advertising-production measurement, overlapping with AdGreen's use case for enterprise advertisers.
Emerging players
- Patch: Patch is an API-first carbon offset and removal platform enabling businesses to embed carbon activity into their products and workflows. It sits one layer downstream of AdGreen's measurement step, and could partner with — or be embedded into — ad-production carbon workflows as an adjacent enabling service.
Broad incumbents
- Workiva: Workiva is an established ESG and sustainability reporting platform used by large public companies for CSRD, SEC, and ISSB-aligned disclosures. It operates at a different scale and scope than AdGreen but addresses the same ultimate buyer (corporate sustainability leads) with broader compliance workflows.
- Salesforce Net Zero Cloud: Salesforce Net Zero Cloud is a carbon accounting product within the Salesforce platform, leveraging its enterprise CRM install base. As a broad incumbent, it represents the platform-consolidation threat to specialists like AdGreen if major advertisers prefer integrated-suite carbon tools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
We Are AdGreen social profiles
Digital presenceWe Are AdGreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
We Are AdGreen leadership team
Management profileNumber of profiles
Profiles5 records
We Are AdGreen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
We Are AdGreen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about We Are AdGreen
What does We Are AdGreen do?
AdGreen operates a free, bespoke carbon calculator for the advertising industry that measures emissions from motion, stills, and audio production projects across multiple activity areas (air travel, catering, data storage, transport, accommodation, AI usage, shooting spaces, wardrobe, etc.). The platform supports both Early Insights (pre-production estimates) and Final Footprint (post-production actuals) calculation modes with multi-company collaboration features. The offering is complemented by sustainability training programs and reduction resources including guides, case studies, and annual reports, all funded by a voluntary 0.25% AdGreen Levy on UK production costs.
Is We Are AdGreen a public or private company?
We Are AdGreen is a private company. It is classified as unknown and is currently operating.
When was We Are AdGreen founded?
We Are AdGreen was founded in 2014. It employs 1 to 10 people.
Where is We Are AdGreen based?
We Are AdGreen is headquartered in City Of London, United Kingdom, in the Europe region.
How does We Are AdGreen make money?
Two revenue lines are on record. AdGreen Levy is the primary driver. The others are free Calculator Platform.
Who are We Are AdGreen's main competitors?
Direct peers on record are Greenly, Normative, Watershed, albert, Sweep, Emitwise and Persefoni. Patch is listed as an emerging player. Broad incumbents are Workiva and Salesforce Net Zero Cloud.
Does We Are AdGreen have an API?
No public API is recorded for We Are AdGreen.
What industry is We Are AdGreen in?
We Are AdGreen's product category is Sustainability Software for Advertising Production. Its primary akta.pro industry code is EUABAEAA, Enterprise Carbon Accounting & GHG Inventory Platforms, with a secondary code of EUABAEAD, Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms. Its SIC code is 7310.