Model Custom Ad Formats FAQ

Where do I start?

Any Scope3 partner with custom ad formats can create their proprietary formats in Scope3's Collaborative Sustainability Platform by selecting “Ad formats’ under “Model” in the navigation of the Scope3 UI. This will take you to the “Model your custom ad formats” page, where you can select the “Create new ad format” button and begin your upload process.

What defines a custom ad format?

A custom ad format is any ad format that is proprietary to the seller and is distinct from a standard banner or video ad due to having additional qualities or assets such as layers, fonts, multiple image options, image and video combinations, AR overlays, etc.

Who can input an ad format?

All Scope3 account holders with ad formats will have the option to model their formats in the platform dashboard's navigation.

What should I call my ad format?

Your ad format name is the display name that will be shown to users, e.g. “Dynamic Carousel” or “Display Video 15 secs”.

My format is available on multiple channels and devices. How do I show them all?

Scope3 models all channels and devices independently so that we can be specific about the emissions attributed to each. If you would like to include multiple versions of your format, you can start by inputting one channel and device combination. When your format is complete on the draft page, you can choose to copy it, go back into the copy of the draft format, and adapt the fields to represent a different device or channel. See our user guide for a detailed explanation.

How should I describe my ad format?

Showcase what is unique about your custom ad format the way you might describe it in your sales materials. Include any details that clarify how the format works, e.g., an auto-playing carousel or skippable video.

What ad format tech specs should I link to?

This link will take a prospective buyer or viewer to the tech specs of your custom ad format. These could be hosted on your ad format demo page or unique URLs to each of your custom formats if you have them.

Why do I need to specify the dimensions of my ad format?

Scope3 calculates consumer device emissions based on the device's usage. We allocate energy only to the part of the screen accommodating the ad. So, if the ad format covers the screen of your device or takes over primary content on the page, we would attribute the device emissions to the entire screen usage. 

If the ad format covers only a section of the screen, we would attribute device emissions to that area only.

How many images should I add to my format?

Add the number and dimensions of any images that are viewable on the initial download, when your format first appears on the page, before user interaction. Images can include photographs, gifs, logos, and graphics.

If you have a multi-image format like a carousel or story ad, and the images scroll without any user interaction, include the number and sizes of images that would be the average for your ad format when in view.

Which dimensions should I use for my images?

Use the dimensions recommended in your tech specs.

How does Scope3 model video in ad formats?

Scope3 models video usage in ad formats based on the behavior of a format when it loads on the page. 

If the video takes over the primary content on the page (e.g., preroll), we assume the full length of the uploaded video unless it is skippable, in which case we default to 6 seconds of view time.

If the video is out-stream and part of an ad format that only takes up a section of the screen and scrolls out of view as the user engages with a publisher’s content, we assume six (6) seconds of video in view for consumer device emissions. However, we still consider an auto-playing out-stream video to have been downloaded in full (unless you are using a named buffering player), so we will still request the video duration for data transfer.

If the video is part of an ad format that only plays if a user interacts with it, we do not model the video's weight at all. Instead, we request the dimensions of the cover image or first frame as an additional image.

What if I don’t see my player in the dropdown options?

We are happy to model any proprietary player that is not currently recognized in our platform. Select “don’t see player, contact us” at the bottom of the fullscreen and video page to email us and we will take the details of your player to add it to the Scope3 UI. Details of the player required are:

• Size of player, in kbs: e.g., 20kbs
• Buffering time: e.g., 2 seconds
• Download Trigger: e.g., an impression

What counts as additional data transfer on the “Additional Contents” page?

Additional data may include HTML, fonts, Javascript, CSS, SDK-compiled code, and AR overlays. If the kb size of assets is variable, use the average combined size of addition data for the chosen format.

Additional data does not include any advertiser-provided tags, trackers, or images and videos that were previously added.

Does the choice of thumbnail impact the CO2 emissions of my format?

No, the thumbnail is just to illustrate how your format might look when activated.

What do I do if I can’t see a thumbnail representing my ad format?

Email us at [email protected] with a clear description of the unique thumbnail required to represent your format and we will provide a custom thumbnail for you.

Default Creative and Reporting IDs

What is a default ad format, and how is it used?

Scope3 assigns each property a standard IAB ad format size based on its channel. These default sizes are displayed on the property’s landing page in our UI. Publishers can choose to remove the default IAB ad formats and create custom ones instead. However, at least one ad format must be assigned to a property, whether it’s a default or a custom format.

A channel represents the type of media through which an ad is delivered. Current defaults are:

Default ad formats are used to calculate creative emissions based on Scope3’s methodology. If actual creative data is included in the report, it will override the default ad format settings. For example, if a web property has a default ad format of Leaderboard - 728x90 Banner and the reporting data specifies an image size of 300x250, the 300x250 size will be used for the image_size_pixels field while all other fields will use the default values associated to the Leaderboard - 728x90 Banner.

Can I set a custom ad format as the default on my properties?

A custom ad format can be set as the default on a property by requesting an update via the customer support email at [email protected]. Once set, the property page in the Collaborative Sustainability Platform will default to showing that custom ad format. Please be aware that, as Scope3’s API and UI return the same data for creative defaults, any changes made to the ad format selected as default on the property page will also be reflected in the emissions measurement when reporting on that property.

What is an ad format identifier? Can multiple identifiers be assigned to one format? How is the ad format identifier used in measurement?

An ad format identifier is a unique ID or name (e.g., ‘native_video_special’, ‘native_3243bv’) provided when setting up a custom ad format and used during creative emissions measurement. It is linked to a specific organization or vendor and one or more custom ad formats. When an identifier is included in the ‘adFormat’ field along with the ‘vendor’ in post-campaign data reports, the specifications of the custom ad format are used to measure creative delivery and creative consumer device emissions. If specific creative delivery data is provided, it will replace the equivalent default data fields.

Publishing your Format

What happens once I have created my ad format?

You can publish your format live from your preview page or save it to draft. If you choose to save your format to draft, you can edit or update your format information at any time. When you are ready for your custom ad format to be displayed in the Scope3 platform, you can simply return to the preview of your completed format and switch from draft to live in the toggle on the right of the page.

Where will my custom ad format appear in the Scope3 Platform?

A publisher or seller can select custom ad formats in the Explore Properties section of the platform, which are then included as part of a Property Report breakdown.

Is there a grace period to change the product and be remeasured?

Any modeled ad format can be saved in draft until ready to be made live on the Scope3 platform. In addition, formats can be returned to draft if they need to be updated or changed. 

What changes to a format would require a re-measurement?

These could include:

• If your format’s rendered size changes.
• If your tech specs for image/logo sizes change
• If your tech specs for the required video duration change
• If your format no longer supports a specific channel or device
• If your format removes or adds autoplay options for video or multiple image formats
• If your format changes player
• If your format changes to or from interrupting content

What is the methodology behind Scope3’s measurement of ad formats?

The methodology behind ad formats can be found here, and the calculations can be found here.