Methodology FAQ

Who has access to the emissions model?

Anyone can access insights from the Scope3 emissions model within the Scope3 collaborative sustainability platform (CSP). For detailed, granular access, Scope3 customers can view outputs directly within the CSP or via API access. Our methodology details inputs to the Scope3 model. The majority of these inputs are from public data sources. Some data remains private as it is proprietary to partners, but anything that can be open is.

Why is the methodology open source?

Our goal is to build a framework for the media and advertising industry to collaborate on best practices for measuring emissions from the advertising value chain. We believe transparency is key to this.

How frequently is the emissions model updated?

The emissions model is updated daily due to grid mix fluctuations. Larger changes in inventory measurement are currently updated monthly. More on the release process can be found here.

How does Scope3’s measurement compare to other carbon calculators in the industry?

Most measurements only look at Scope 1 and 2 emissions, not the indirect Scope 3 emissions from a company’s value chain. You may find Scope3’s numbers to be higher than other calculations because the model accounts for the complete path of an ad, including the emissions from where it was served.

How far back does Scope3’s data go?

Scope3 was founded on January 1st, 2022, and completed its first measurements in March. Historical data is available starting March 2022. Note that our data will change as we work with more companies, capture more inputs, and add additional channels.

How significant will the monthly changes be?

With each monthly dataset release, we will make incremental improvements. The most common swings will be for inventory sources. For example, as publishers update their tech stacks, we will see changes in ad selection numbers.

How can advertisers gauge whether their carbon footprints are heavy or not? Are there standardized benchmarks?

Tools at the planning level should soon provide comparative benchmarking. The latest estimate per Scope3 data is that 1 digital advertising impression roughly equals 1g CO2e. Advertisers can do a quick measurement and gut check against that number, but we also strongly recommend measuring a baseline and tracking against that over time as reductions and improvements to supply chain decisions are made. Over time, the percentage of investment into Green Media Products can also serve as a clear metric for progress to net zero.

How do I know this model is accurate? Has anyone audited the methodology?

The Scope3 emissions model is open source for feedback and collaboration. Its Climate Advisory Council — comprised of leaders from across the advertising and sustainability industries — provides feedback and validates measurement decisions.