36% overlap between green advertising and ads that are performant, high attention and privacy compliant advertising, new data shows
Scope3, the leading provider of emissions data for the advertising industry, has unveiled its latest State of Sustainable Advertising report. This quarter’s report provides updated industry benchmarks and a more comprehensive estimate of digital ad emissions. Developments from the last report include refinements to the Scope3 emissions model and expansion of the data set to include more countries and channels.
Key findings include:
Streaming brings digital ad emissions to 7.2M metric tons annually. A year of digital advertising (streaming + display) emissions are the same as 1.4 M homes’ electricity usage yearly.
Reduction strategies will need to be channel specific. Measurement of every channel highlights the nuances that exist in the emissions of different types of advertising.
Climate risk inventory is costing marketers. Emissions from climate risk inventory are on average 2 times higher than the market average, while underperforming by 13%.
It’s possible for marketers to have it all. There’s a 36% overlap between ‘green inventory’ and inventory that’s high performing, high attention and privacy compliant.
As the industry moves to adopt more sustainable business practices, it’s also important to understand how optimising toward lower emissions might influence a marketer’s ability to balance other key metrics, like performance, attention and privacy. This installment of the report includes an analysis of the intersection between emissions and these dimensions using data from industry leading attention and privacy data sources.
About Scope3
Scope3 is on a mission to decarbonize media and advertising. For organizations seeking to make carbon-aware business decisions, Scope3 is the supply chain emissions data standard that delivers an accurate, comprehensive, and independent emissions model for every company in the digital ecosystem.
Leveraging an open-source and science-backed methodology, Scope3 emissions intelligence data powers the tools brands, agencies, publishers and technology providers use to measure, understand and take action to reduce their carbon footprint.
Founded in January 2022, Scope3 has a global workforce distributed across North America, Europe and APAC.