Scope3's Innovative Approach to Decarbonize the Digital Advertising Industry
Technology Category
- Analytics & Modeling - Machine Learning
- Infrastructure as a Service (IaaS) - Hybrid Cloud
Applicable Industries
- Cement
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Continuous Emission Monitoring Systems
- Last Mile Delivery
Services
- System Integration
About The Customer
Scope3 is a company on a mission to decarbonize the digital advertising industry. They aim to deliver an accurate, comprehensive, and independent emissions model for any company in the ecosystem. By enabling the industry-wide usage of Green Media Products (GMPs), or carbon-neutral media, Scope3 helps advertisers, publishers, and ad tech partners measure emissions and manage the purchase of high-quality carbon removal projects. The company was founded by a team of experts in digital advertising and has developed a methodology that measures end-to-end emissions of an ad’s delivery across the digital supply chain.
The Challenge
The digital advertising industry, which represents over 50% of U.S. ad budgets and is nearing $200B in 2022, has a significant carbon footprint. Nearly 4% of global greenhouse gas emissions, or 1.6 billion metric tons, are caused by the internet and its supporting systems, with digital advertising contributing a significant portion. The industry uses thousands of servers that bid to fill ad space in real-time, decide which ads to serve with machine learning, and load creative and publisher content, using significant amounts of energy. Scope3, a company founded to make digital advertising sustainable, needed to find an economic incentive for companies to reduce their emissions.
The Solution
Scope3 developed a methodology that measures end-to-end emissions of an ad’s delivery across the digital supply chain. They introduced Green Media Products (GMPs), or carbon-neutral media, to help advertisers, publishers, and ad tech partners measure emissions and manage the purchase of high-quality carbon removal projects. Scope3's approach to GMPs is threefold: quantify ad emissions, include the price of offsetting those emissions in the real cost of digital advertising, and create a direct path to carbon removal purchasing and incentivize emission reduction. They selected Carbon Direct to embed carbon compensation into their GMPs with a bespoke carbon removal portfolio. Advertisers can automatically compensate for emissions from their advertising campaigns by purchasing a GMP.
Operational Impact
Quantitative Benefit
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