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The State of Sustainable Advertising Q2 2023


Ad Tech Attention Brand Safety
Ad Tech Attention Brand Safety Sustainability

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Scope3's research report on digital advertisings emissions delivers data and insights that are helping stakeholders across the industry establish a better understanding of its overall impact on the planet

The Q2 State of Sustainable Advertising report provides industry benchmarks for emissions in digital advertising.

The report explores new data around the presence of climate risk (high carbon) inventory, along with the impact it has on advertiser campaigns if blocked. The impression-level and market-specific insights, as well as real campaign performance data, offer marketers, publishers and technology providers additional insight into where opportunities exist to reduce emissions.

As the industry moves to adopt more sustainable business practices, it’s also important to understand how optimizing 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.

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 US 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

By Lillie Ratliff, Head of Research and Solutions


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.

Posted on: Tuesday 29 August 2023