How are benchmarks calculated?
To calculate benchmarks, we use representative samples from Scope3 API activity. The samples include activity from players across the various channels: billions of impressions across tens of thousands of domains/apps on desktop, mobile, and TV, including the long tail.
With this data, we assess overall ad tech emissions trends across three emission categories (ad selection, media distribution, and creative distribution). The normalized unit for the benchmarks is grams of CO2e per thousand impressions (gCO2PM), and the values derived are volume-weighted averages of emissions associated with market activity.
Do benchmarks include impressions from only optimized campaigns?
Market benchmarks are based on the amount of impressions in the market and include all campaigns, not just those that are optimized
What is the look-back window for benchmarks?
Benchmarks are calculated monthly with a three (3) months look-back window.
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