Scope3 Summer Update: Building a More Sustainable Future for Advertising

Summer is almost over (for those of us in the northern hemisphere), what have you been doing to make progress on your sustainability goals?

At Scope3, we’ve had a very busy and productive couple of months.

After launching Climate Shield in the spring and rolling out changes to our Green Media Products (GMPs) shortly after, we’ve been hard at work helping brands not only understand their emissions, but do something to reduce them.

Business Insider ’s Lauren Johnson offered a glimpse into some of what we’ve been up to on our journey to decarbonize media and advertising in a piece earlier this August, but Brian also said it simply via a recent LinkedIn video:

“We’ve been putting a lot of effort into expanding the footprint of our products to lower the footprint of the industry.”

The most exciting update: we’ve also been building.

The product and engineering teams have been building something entirely new over the last several months, and it will be launched at the Scope3 Product Summit in Sydney, Australia this September. Watch Brian’s video for a preview of our upcoming news here.

Until then, don’t forget to check out all the other great things we’ve shared throughout the summer. 👇🏼

Exploring the latest advertising emissions data

While we’ve been making progress on multiple fronts when it comes to getting reduction tools in the hands of the industry, our research has also expanded.

The second installment of our State of Sustainable Advertising report includes both updated benchmarks for emissions and new insights that highlight opportunities for improving campaign performance.

A few key findings from the report:

• Measurement of every channel highlights the nuances that exist in the emissions of different types of advertising (see chart below).
• Emissions from climate risk inventory are on average 2x higher than the market average, while underperforming by 13%.
• There’s a 36% overlap between ‘green inventory’ and inventory that’s performant, high attention and privacy compliant.

For a thorough explanation of the data, join us next week on 7 September for a live webinar hosted by our Head of Research and Solutions Lillie Ratliff and our data expert Nico Ricci , register here.

ICYMI — July and August highlights from the Scope3

• This summer’s Scope3x5 series featured 5 minutes with our talented buyer and agency team. Read about what drove Kaitlin Leary McCrann , Mary Cashman and 🐢 Elliot MacNay to Scope3 after success in past agency and ad tech roles on our blog.
• Using data from Scope3, Lunio and Integral Ad Science , the industry now has new insights into the global impact of invalid traffic. One finding of the joint research: 1 million metric tons of carbon dioxide are emitted each year to serve non-viewable impressions! 😨  Download the full report for more.
• Decarbonization efforts are ramping up. Earlier this month we spoke with GumGum ’s EVP of Global Platform and Strategy Operations Adam Schenkel about how sustainability shot up the priority list at GumGum and their work with Scope3 to measure and reduce the emissions footprint of their digital advertising — watch the interview.
• Our partners at Index Exchange invited us to their offices to talk about how companies can accelerate their sustainability efforts in an ethical and efficient way. Listen to the latest Index Explains video as Index Exchange CMO Lori Goode and Brian discuss the true value of green media.

And finally, where in the world is Scope3? Find us at the following events in September:

• iMedia Future of Marketing Summit Australia — Gold Coast, 4-6 Sep
• Scope3 State of Sustainable Advertising Webinar — Online, 7 Sep ← Register now!
• KSM Webinar: Sustainability in Advertising - 12 Sep
• Scope3 Australia Product Summit - Sydney, 19 Sep
• Dmexco (on stage with Adform!) — Cologne, 20-21 Sep ← reach out to request a meeting!
• Programmatic IO — New York, 26-27 Sep