Adtech Consolidation: Carbon-Measurement Firm Pyure Buys klima&so to Build an 'Eco-Media' Player
Berlin ad-emissions measurement start-up Pyure has acquired fellow Berlin firm klima&so to build an 'eco-media' powerhouse measuring the carbon footprint of both paid and organic advertising — a niche that's quietly becoming a media-buying criterion.
The Deal
Pyure (Berlin, founded 2024) measures CO2 across TV, CTV, online, DOOH, OOH and print; klima&so (Berlin, founded 2022) measures the emissions of social accounts, campaigns and creator content. The acquisition — Pyure's first — extends its coverage to organic social, creator content and streams.
No price was disclosed and there are no layoffs. klima&so's founders, Jean-Paul Laue and Patrick Schnitzler, stay on as advisers; Pyure is led by CEO François Roloff and COO Corinna Heßler.
Why Ad-Carbon Measurement Is Growing Up
For years, campaign emissions were an afterthought. Now advertisers face mounting pressure — from regulation, clients and their own ESG commitments — to actually report the carbon footprint of their media. Measurement is the prerequisite for any of that.
klima&so's model reportedly uses 242 variables and won the German Sustainability Award 2025 in the 'Advertising & PR' category — a signal that this is becoming rigorous, credentialed work rather than back-of-envelope estimation.
The Strategic Logic of Combining Paid and Organic
Pyure covered the paid, 'hard' media channels; klima&so covered organic social and creator content. Together they can measure emissions across the whole media mix — which is exactly what a brand needs to make a defensible, end-to-end carbon claim.
That completeness is the moat. Fragmented measurement (paid here, organic there) produces gaps that undermine reporting. A single provider spanning the mix is far more useful to a CMO who has to stand behind the numbers.
Marketing Minute's Read
Media carbon is shifting from 'nice to know' to a buying criterion. If you haven't been asked to report campaign emissions yet, you likely will be — and 'we don't measure it' is becoming an uncomfortable answer.
Get ahead of it: understand how your media emissions are calculated, insist on coverage across paid and organic, and treat credible measurement as the foundation for any sustainability claim. You can't reduce what you can't count.
Quick FAQ
What did Pyure acquire?
Berlin ad-emissions measurement firm Pyure acquired fellow Berlin firm klima&so — its first acquisition — extending its carbon-measurement coverage from paid channels (TV, CTV, online, DOOH, OOH, print) into organic social, creator content and streams. No price was disclosed and there were no layoffs.
Why does ad-carbon measurement matter?
Advertisers face growing pressure from regulation, clients and ESG commitments to report the carbon footprint of their media, and measurement is the prerequisite. klima&so's model reportedly uses 242 variables and won the German Sustainability Award 2025 in the 'Advertising & PR' category.
What should marketers do about it?
Understand how your media emissions are calculated, insist on measurement across both paid and organic channels, and treat credible measurement as the foundation for any sustainability claim — you can't reduce what you can't count.
Media carbon is quietly moving from 'nice to know' to a buying criterion, and 'we don't measure it' is becoming an uncomfortable answer. The clever part of this deal is completeness: covering paid and organic together closes the gaps that undermine reporting. You can't reduce what you can't count — so start counting properly. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: media carbon is becoming a buying criterion — insist on emissions measurement across both paid and organic channels, because credible, complete measurement is the foundation of any defensible sustainability claim.
Is measuring and cutting campaign carbon now a real buying factor for you — or still a box-ticking exercise?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: adzine; Meedia; deutsche-startups.de.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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