Tag: Scope3

Australia – JCDecaux, an out-of-home (OOH) media company, has launched carbon measurement offerings on the Scope3 platform. Through the launch, JCDecaux becomes the first OOH media company in Australia to be on the Scope3 platform.

The launch highlights JCDecaux step towards promoting sustainable media practices for its campaigns. It is part of the company’s commitment to sustainability.

Additionally, the launch builds on JCDecaux’s carbon-reduction initiatives as part of its 2025 strategy. JCDecaux’s climate strategy reset and 2050 net-zero target have cut Australian emissions by over 70% since 2021, according to its sustainability report.

Scope3 measures carbon emissions across the digital media supply chain, enabling advertisers to assess and manage their environmental impact.

Steve O’Connor, chief executive officer of JCDecaux Australia and New Zealand, said, “With JCDecaux now on the Scope3 platform, advertisers can integrate digital Out-of-Home into their media mix, ensuring credible third-party emissions reporting for their campaigns.”

“Digital Out-Home has one of the lowest carbon footprints per impression of all channels currently measured on Scope3 making it a natural fit for advertisers wanting to reduce emissions. This launch is a milestone for JCDecaux but also for the Out-of-Home industry, as we lead the way in transparency and accountability,” O’Connor added.

“The launch of JCDecaux’s digital asset measurement on Scope3 reflects the company’s dedication to a responsible media ecosystem and supports brands in meeting their own carbon reduction targets with the highest degree of transparency. This new level of data integration aligns with the industry’s broader push for clear, measurable media plans with sustainability in mind,” Jo Georges, head of ANZ at Scope3, said.

Singapore – InMobi Advertising, a marketing and advertising platform, has collaborated with sustainability platform Scope3 to offer decarbonising media and advertising. The sustainable media offering is designed for mobile and in-app use.

Through Scope3, InMobi Advertising allows clients to access carbon emissions measurement data to reduce their emissions in the long run. Media owners, sellers, and buyers can set their reduction targets and strategies while optimising campaign performance.

According to Scope3 data, campaigns for green media-compliant products reduce emissions by 39% and increase click-through-rate by 10% on average.

Through the collaboration, InMobi Advertising highlights its dedication to high quality and direct traffic to publisher inventory while reducing carbon emissions. In 2023, it set targets aligned with Science-Based Targets Initiative. It is also a member of Ad Net Zero, highlighting its commitment to sustainability.

“This partnership with Scope3 and the launch of InMobi Advertising’s green media offering marks a significant milestone in the company’s sustainability journey. InMobi Advertising is translating its commitments into tangible actions that will positively impact the environment and the advertising industry; this is a critical step towards a unified standard of measurement for sustainability across ad tech,” Abhay Singhal, chief executive officer at InMobi Advertising, said.

“Inefficiency and waste in digital advertising aren’t just bad for marketers—they’re bad for the planet, too. The industry must shift to more sustainable media buying, but that change will only happen if marketers see the connection between sustainability and growth. InMobi Advertising’s new green media segments, powered by Scope3’s data, offers a solution that helps buyers continue to hit their media targets while cutting down on emissions of their campaigns. This work is another big step forward in making advertising more sustainable,” David Fischer, global head of adtech platforms at Scope3, said.

Australia – Scope3, a sustainability platform focused on decarbonising media and advertising, has secured $25m in new funding, led by Google Ventures (GV), to extend its efforts into the rapidly growing AI sector.

The new investment will help Scope3 continue to promote sustainability in the media and advertising industries while addressing the environmental impact the booming AI industry brings.

As the climate crisis intensifies, the rapid adoption of AI is generating substantial environmental impact, with training a single AI model consuming vast energy and emitting significant carbon. Companies are under pressure to deploy AI while meeting climate goals, often without clear solutions to control emissions. 

Amid rising concerns over AI’s long-term environmental impact, Scope3 is stepping in to help businesses balance sustainability with AI-driven innovation. The platform is now extending its proven methods for decarbonising the media and advertising supply chain to address the carbon footprint of AI.

“The most innovative companies in the world are considering sustainable AI practices that address environmental concerns while delivering real business value. Scope3 has the talent, technology, and expertise needed to decarbonise the media and advertising industry,” said Erik Nordlander, general partner at GV. 

“We’ve seen the impact Brian O’Kelley and the Scope3 team have had on the advertising and marketing supply chain, and we’re excited to double down on our investment based on the traction we’ve seen. We’re proud to deepen our partnership with Brian and support Scope3’s mission as we move toward a more sustainable future,” he added. 

Scope3’s funding round saw participation from existing investors Venrock, Room40 Ventures, and Craft Ventures, alongside new backers Aperiam Ventures and Virgo Strategic Investments.

Along with the funding, Scope3 also unveiled its open-source AI methodology, which tracks the environmental impact of the entire AI lifecycle. This tool helps companies develop data-driven strategies to reduce carbon footprints and optimise their AI investments.

Brian O’Kelley, co-founder and CEO of Scope3, explained, “AI and the media industry are soon going to be indistinguishable. The biggest AI players are monetising through advertising, just like the search giants before them, and every marketer is using AI to create the content that fuels their campaigns. That’s why extending our methodology to capture the climate impact of AI is imperative, both for our business and the industry as a whole.”

Since its 2021 launch, Scope3 has pioneered sustainable digital media, providing tools to help the media and advertising industries reduce carbon emissions without compromising ROI or business success. In fact, thousands of brands, including Coca-Cola, GM, Mastercard, and Sanofi, use Scope3 to decarbonise their media, avoiding nearly 3,000 metric tonnes of carbon emissions in 18 months. 

Thailand – Arçelik Hitachi Home Appliances, the global provider of Hitachi-branded home appliances (excluding Japan), has teamed up with Scope3 to help drive the target reduction and inform lasting changes to Arçelik Hitachi’s digital media strategy.

Arçelik Hitachi is on a mission to reduce the carbon emissions from its digital advertising campaigns by at least 25% over a six-month period. 

In this partnership, Scope3 will work with Arçelik Hitachi’s agency H+ to help reduce emissions in their digital campaigns by removing climate risk inventory (MFA and inventory with high carbon emissions) using Green Media Products (GMP+), which also blocks problematic ad placements by design.

Arçelik Hitachi will leverage Scope3’s granular, dynamic, and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising. The model powers Scope3’s suite of reduction solutions for brands, agencies, and publishers, including Green Media Products, Climate Shield, and more.

The optimisation will occur midway through a six-month campaign period to provide a definitive side-by-side comparison of reductions and performance data. It will run from May to December 2024 in four markets: Thailand, Vietnam, Hong Kong, and Singapore.

According to Melis Erdinç, head of digital marketing at Arçelik Hitachi Home Appliances, engaging Scope3 to reduce the carbon footprint of its digital advertising activities is the next step in the company’s sustainability journey.

“With our parent company, Arçelik, being recognised by Corporate Knights in its ‘2023 Global 100 Most Sustainable Corporations in the World’ list, Arçelik Hitachi places sustainability at the core of our business and is always looking at new and innovative ways to help us get to Net Zero by 2050. Last year, when Scope3 expanded its activities in Southeast Asia, we eagerly seized the opportunity to collaborate. Together with Scope3, we are pioneering a greener approach to digital advertising. We’re thrilled to commit to a 25% reduction in the carbon footprint of our digital marketing activity by the end of 2024. I’m proud to say that this partnership reflects our commitment to sustainability and innovation,” Erdinç explained. 

Ben Poole, director at H+, also shared, “We are excited to be affecting sustainable change in the industry through this pioneering partnership. More sustainable media is also better quality and more effective. We are committed to developing a continuous programme of emissions reduction with Scope3, Arçelik Hitachi, and other brands in the region.”

Meanwhile, June Cheung, head of JAPAC at Scope3, said, “We want to help brands and agencies across Southeast Asia increase media efficiency, reduce emissions, and drive industry-wide change, so we are delighted that Arçelik Hitachi has committed to decisive and bold action to reduce the carbon footprint of its digital advertising. We are confident that Scope3’s data and the Green Media Products offered by our partners will be able to drive both the reductions and performance Arçelik Hitachi is seeking, and that their reductions journey will inspire other forward-thinking brands across the region to follow suit.”

Singapore – Mindshare, the media services company that is part of GroupM and WPP, and sustainability platform decarbonising media and advertising Scope3 joined forces to create a bespoke emissions scorecard that helps clients understand the carbon emissions of their digital media campaigns.

The new ‘Mindshare Emissions Dashboard’ will allow Mindshare’s clients to gain near-real-time carbon emissions insight into their digital media activity at both a macro and micro level. It will enable marketers to make informed decisions on balancing the need for greener media with the need for positive business outcomes.

Additionally, the emissions dashboard is also created as part of Mindshare’s ‘Report, Reduce, Remove Initiative,’ which aims to optimise investment for greener choices across the media supply chain while ensuring minimal disruption to business needs. It is expected to report emissions from digital media activity, pioneering emissions reporting tools for brands.

Mindshare has been working with Scope3 to fine-tune the dashboard to ensure that they can put into practice their reduction efforts without compromising on performance.

The creation of the new emissions dashboard comes as the media services company upholds its responsibility to address the impact of its digital media on the environment.

Dhruv Menon, director at Mindshare, said, “By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with the goal of eventually reducing 50% of all digital emissions by 2030.”

June Cheung, head of JAPAC at Scope3, also noted that the collaboration with Mindshare to create the Emissions Scorecard was a great example of how Scope3’s emissions data can be harnessed to drive meaningful change.

She shared, “Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and defund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought; it becomes a valuable lever for improving campaigns.”

Singapore – Collaborative sustainability platform Scope3 today announced a US$20 million Series B funding round led by GV, which will be used to accelerate the development of Scope3’s collaborative sustainability platform (CSP), a first-of-its-kind platform that visualises the massively interconnected ad ecosystem while powering meaningful carbon reduction.

Aside from the CSP development, Scope3 will also be using the GV led funding to grow its global team of advertising, tech, and sustainability experts and further expand its data and measurement capabilities.

Talking about Scope3’s efforts, Brian O’Kelley, co-Founder and CEO of Scope3, expressed that the climate crisis is an urgent and global problem, and that the world’s largest brands, advertisers, and businesses are starting to embrace sustainability as an opportunity that is both good for the planet and the business, making sustainable advertising inevitable. 

“At Scope3, we’re building a business that will serve as the foundation for the next generation of media and advertising. This investment gives us the resources to put decarbonisation tools into the hands of the industry, while attracting the talent needed to build a more sustainable ad ecosystem and deliver on our mission,” he added. 

Speaking on the investment, Kelley concluded, “I’m grateful for the support of GV and our other investors, as well as the many clients, partners, and industry leaders who have helped us get to this point GV’s climate tech focus and extensive knowledge of the nuances of advertising technology make them the perfect fit.”

Meanwhile, Erik Nordlander, general partner at GV, commented, “Scope3’s focus on measurement and reduction takes the right approach to decarbonisation and we’re confident in their ability to move the entire digital ad ecosystem toward climate progress. We are delighted to support their business expansion.”

Notably, Scope3’s additional investors in this round also include Room40 Ventures and Venrock.

Singapore – Scope3, the pioneer of data-led solutions to decarbonise media and advertising, has launched universal access to industry emissions data on their platform to increase visibility into digital advertising’s carbon emissions.

The launch also represents a significant departure from the industry’s previously fragmented approach to decarbonisation.

The Scope3 platform centralises sustainability data and visualises the millions of metric tonnes of carbon output emitted into the earth’s atmosphere every year from digital advertising. It is specially engineered to account for the highly complex and interconnected digital ad ecosystem.

Furthermore, it exposes opportunities that exist to decrease industry’s impact on the climate crisis by employing the same dataset to measure emissions and drive industry-wide decarbonisation.

With Scope3 providing greater visibility into the carbon footprint of the digital advertising ecosystem, it aims to align industries, push reduction, and become a catalyst for change.

The grant for universal access to the platform data will allow users to explore carbon emissions metrics for millions of digital media properties, including inventory across web domains, mobile apps, and connected TV devices.

Additionally, users can access digital media property reports on emission metrics, track carbon emission changes on online media properties, explore detailed supply path maps, monitor emissions on specific digital media properties, and view comparative ranking metrics across industries. 

The data visualised in the platform is powered by the Scope3 emissions model. Built using Scope3’s open-source methodology, the model also sits at the core of every one of its emissions reduction solutions and research insights papers.

Aside from this, the launch of the data access initiative on its platform is expected to drive trust as it gives industry the power to explore the data firsthand, transparency with the data available to almost anyone, and usability as the data is updated and reliable.

Anne Coghlan, COO and co-founder at Scope3, said, “The first step to tackling rising carbon emissions is ensuring the industry has access to concise and reliable measurement. We need to have a full understanding of the problems created by the digital advertising supply chain in order to identify the most impactful opportunities for reduction.”

She added, “By putting insights into the hands of everyone, there’s no excuse for inaction. Only through this kind of collaborative effort can we drive systemic change to rebuild towards a more ethical, responsible, and sustainable internet.”

New York, USA – Global independent sell-side advertising company Magnite has announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s extensive omnichannel inventory. With this, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance.

As part of the partnership, Magnite will offer Green Media Products (GMPs) powered by Scope3 data. GMPs enable advertisers and media buyers to easily identify supply paths that inherently block climate risk (high carbon) inventory. 

Scope3 built and uses the industry’s granular and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising.

Sean Buckley, chief revenue officer at Magnite, said, “Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future.”

He added, “Digital advertising is inherently an energy-intensive business given the high level of data processing required. We recognise and seek to minimise our environmental impact as the largest independent SSP and want to help our clients do the same. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy-efficient practices while also improving advertising outcomes.”

Meanwhile, Brenda Tuohig, chief commercial officer at Scope3, commented, “The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact.”

She added, “Our partnership represents yet another key building block in our mission to achieve a decarbonised ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.”

New York – Tremor International, the data-driven video and Connected TV (CTV) advertising technology, has announced a global partnership with Scope3, the sustainable advertising catalyst, to apply the latter’s carbon emission measurement methodology to its CTV inventory. 

Through Unruly, the SSP in Tremor’s platform, buyers can access Green Media Product (GMP) curated deals – powered by Scope3 data – across premium display, video and now, CTV, to achieve performance goals while mapping and measuring the carbon emissions of their media spend.

GMPs are media products based on Scope3 data, designed to reduce an advertiser’s carbon footprint by providing them with the ability to map and measure the emissions related to their media spend. By moving spend onto GMPs, advertisers can contribute to potential industry-wide systemic change. 

“At Tremor International, we believe in working collaboratively to drive positive change. CTV plays a key role in the future of our business and the industry at large, so it’s critical that we prioritise sustainability as our technology advances to support the convergence of traditional TV and digital advertising,” said Karim Rayes, chief product officer at Tremor International. 

He added, “Together with Scope3, we are taking a thoughtful approach to supporting the reduction of our industry’s carbon footprint while continuing to optimise our clients’ investments across emerging formats.”

Brenda Tuohig, head of strategy and global partnerships at Scope3, also said, “As investment in CTV grows, it’s important that the industry can measure and understand the carbon emissions associated with it. By expanding Scope3’s methodology to include streaming and CTV, we’re another step closer to getting a full picture of the ad industry’s carbon footprint.” 

Tuohig added, “What’s even more exciting is that we can now use that data to take action to reduce emissions and Tremor is a key part of that. Offering CTV-specific GMPs is just the first of multiple ways that Tremor will be using Scope3 data to help drive emissions reduction in programmatic advertising.”

Tremor International has also previously partnered with media measurement and analytics company Comscore to deliver expanded programmatic CTV audience engagement.

Singapore – Global media and marketing solutions group IPG Mediabrands and software development company Scope3 announced a first-of-its-kind industry partnership today, with the aim of measuring and reducing the former’s clients’ carbon footprint from digital advertising.

Mediabrands will be offering their clients emissions measurement, compensation, and reduction capabilities using the standards established by Scope3, while helping increase the capacity of players across the digital ecosystem to decarbonize media emissions at scale.

The partnership will introduce complementary and mutually dependent services that provide a road map to net zero. This includes measurement and reporting of emissions generated by the end user consuming the ad by augmenting Mediabrands’ existing media consumption carbon calculator. 

It will also include using Scope3’s Green Media Products to achieve carbon-neutral campaign activations, as well as leveraging Scope3’s emissions measurement, while Mediabrands initiate dialogue and collaboration across the digital supply chain to promote ad delivery paths optimised to reduce emissions.

“Our partnership with Scope3 is one of many commitments Mediabrands is making to take intentional steps in support of climate action as part of our broader Media for Good efforts,” said Eileen Kiernan, global CEO of Mediabrands.

She added, “For action to be taken, access to accurate data and reporting is an essential first step. Scope3 provides critical insights and information that enable us to make smarter, cleaner investment choices.”

Scope3 CEO and co-founder Brian O’Kelley also commented, “From the beginning of Scope3, Mediabrands has been an incredible partner. They were the first agency network to purchase Green Media Products as part of a decarbonization strategy. They have tirelessly advocated for sustainability with their clients, vendors, and publishers.”

IPG Mediabrands has also partnered with Amplified Intelligence last year, in its efforts to optimise its clients’ media selections.