A Green Media Product (GMP) is a Private Marketplace (PMP) deal or campaign that does not include ‘climate risk’ inventory. GMPs make Scope3’s data set directly actionable through low emissions packages active across multiple SSPs that eliminate the least sustainable inventory from media buys.
Any Green Media Product across web, CTV, and in-app inventory can be optionally upgraded to include carbon compensation for the remaining emissions. If compensating, the seller contributes $100 per metric ton (roughly a $0.10 CPM) of emitted CO2e to a high-quality portfolio of carbon removal projects. Scope3 provides the emissions measurement and manages the workflow of creating, tracking, and reporting on GMPs and their associated carbon removal contributions.
What problem do GMPs solve?
GMPs make taking action to reduce carbon emissions on private marketplace campaigns easy for any advertiser.
What is ‘Climate Risk’ inventory?
To learn more about Scope3's definition of Climate Risk inventory, click here.
When should GMPs be used?
GMPs should be used when creating Deal IDs with SSPs or publishers to reduce carbon emissions and when advertisers are interested in compensating for the emissions from their campaigns.
How does a GMP work?
Sellers use the Scope3 API's `climateRisk` flag to curate inventory packages that avoid climate risk in a given market.
A buyer (brand or agency) selects a GMP in their DSP OR works with a seller (publisher, SSP, exchange, or agency) to create a new GMP.
The buyer targets the GMP.
Scope3 measures daily emissions from the GMP and ensures compliance with GMP standards.
If compensating, the seller pays Scope3 for the total emissions that require carbon removal at the end of the month.
If compensating, Scope3 ensures high-quality carbon removal projects are purchased and retired.
If compensating, Scope3 provides status reporting for the retired credits.
The buyer tracks emissions measurement and sees a decline in reporting as GMPs are delivered.
How does a buyer buy a GMP?
Search for GMPs powered by Scope3 where you buy ad impressions or check out Scope3’s partner catalog on Scope3.com to find GMP sellers. There are no pixels, code, or API needed to buy GMPs.
What ad products can be GMPs?
Video, display, streaming video, and native programmatic campaigns on desktop, mobile, and CTV devices can all be GMPs. IO takeover, programmatic guarantee, and PMPs/deals can also be GMPs.
Do GMPs have an impact on campaign scale or performance?
This will depend on the GMP seller and the packaged inventory. Initial tests show that shifting spending to green media lowers emissions and has no negative impact on reach or performance.
Is GMP allocation an agency or brand decision?
Either. We strongly encourage both brands and agencies to measure and be aware of their complete carbon footprints. Ideally, the agency is driving the investment in GMPs, with the brand also committed and checking in on progress / moving the net zero goals to be more aggressive.
What is Scope3’s role in activating GMPs?
GMPs are powered by Scope3 data. Scope3 provides the daily emissions measurement and manages the workflow of creating, tracking, and reporting on GMPs and when compensating their associated carbon removal contributions. Scope3 is making significant investments to educate the industry and evangelize partners who are selling and buying GMPs.
What exactly is measured in a GMP?
The total emissions of the inventory packaged as part of a GMP account for the emissions generated from the ad selection and media distribution processes of the programmatic value chain. Emissions from media distribution include the CO2e generated by media delivery, including CMS, CDNs, and hosting services, publishing overhead, including employee and office expenses, and data transfer. Ad Selection Emissions include the CO2e generated by AdTech, including servers and cloud computing, analytics, network traffic, storage, data providers, and vendor overhead.
When should I use Climate Shield versus Green Media Products?
While both options are fast and easy ways to lower emissions, segments are preferred if the advertiser targets an open marketplace where Climate Shield is available in the DSP. GMPs are a great option when creating Deal IDs with SSPs and publishers to reduce carbon emissions in DSPs where climate shield isn’t available and when advertisers are interested in compensating for the emissions from their campaign.
More on Scope3’s emissions model can be found here.
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