The document discusses measuring and valuing ecosystem services for the purpose of creating markets for ecosystem services. It notes that ecosystem services are currently undervalued since markets for them rarely exist. It explores using willingness-to-pay models and supply chain analysis to value ecosystem services. The document also discusses lessons that can be learned from life cycle assessment methods used to standardize measurement and trace impacts through supply chains. Applying these lessons from LCA may help address methodological challenges in developing standardized approaches for ecosystem service markets.