Channels

Created by Niki Banerjee, Modified on Fri, 25 Jul at 12:07 AM by Niki Banerjee

What is a Channel?

To accurately model the emissions from advertising across publishers' properties, Scope3 has bucketed properties into "channels." A channel typically represents a distinct content experience, way of auctioning ads, and/or a distinct advertising experience.

The same domain or app IDs can be attached to one property per channel to represent these differences:

For example, cnn.com is:

attached to one property across the "web," representing consumers' advertising experience on the cnn.com website across display, native, and out-stream video formats.
attached to one property across "online-video (OLV)," representing consumers' advertising experience on the cnn.com website through instream videos in article pages.
attached to one property across "CTV-BVOD," representing consumers' advertising experience on the CNN application on connected televisions while streaming CNN video content.

Supported channels

Scope3 supports the following channels:

Channel	Status	Definition
WEB	General Availability	Websites offering display (banner, high impact, native...) or video out-stream ad experiences.
APP	General Availability	Mobile applications offering display (banner, high impact, native...) or video out-stream ad experiences.
SOCIAL	General Availability	Websites and/or mobile applications that enable users to create and share content or to participate in social networking.
ONLINE VIDEO (OLV)	General Availability	Websites and/or mobile applications offering in-stream advertising in environments where video is not the primary content experience (typically short-form).
CTV-BVOD	General Availability	Websites and/or mobile applications offering in-stream advertising in environments where the video is the primary content experience (on-demand or live, and typically long-form).
DOOH	Open Beta	Digital out-of-home screens.
DIGITAL AUDIO	Open Beta	Websites, mobile applications and podcasts offering audio in-stream advertising in environments where the primary content experience is audio (on-demand or live).
SEARCH	Open Beta	Websites and mobile platforms delivering advertising triggered by user search queries, typically appearing alongside organic search results in environments centred around information retrieval.
LINEAR-TV	Open Beta	Television networks delivering scheduled, in-program commercial advertising in environments where the primary content experience is live or time-shifted video viewed on a traditional TV set through multicast broadcasting delivery methods.

What is the impact of channel categorization?

Different channels have distinct defaults and assumptions. As such, a property's channel impacts emissions calculation and output.

Should I pass "channel" when measuring emissions?

Scope3's customers seeking emissions measurement for their campaigns can specify the channel as an input field. When left blank, Scope3 infers the channel based on the property's existence for the inventory ID provided and a set of default rules.

For platforms where channels do not align with Scope3's definition, or where determining the "right" channel is impossible, we recommend leaving the "channel" field empty.