Scope3 aligns emissions model with GMSF v1.2 framework

On September 24, 2025, Scope3 announced alignment of its core measurement frameworks with version 1.2 of the Global Media Sustainability Framework (GMSF). The implementation became effective October 1, 2025, marking a significant development in standardizing carbon emissions reporting across digital advertising channels.

The Global Media Sustainability Framework serves as the industry standard for emissions reporting across advertising and media. Ad Net Zero developed GMSF through collaborative working groups comprising over 120 advertising and media companies operating in more than 40 markets. The framework represents the industry's collective effort to establish consistent measurement practices for carbon emissions.

In June 2025, Ad Net Zero released GMSF v1.2, incorporating improvements to the digital framework, updated emissions factors, and enhanced guidance on data accuracy levels. Scope3's alignment with this version translates into enhanced measurement capabilities for users starting October 1, 2025.

Three measurement framework options

Scope3 users can now select from three GMSF v1.2-aligned framework options for emissions measurement. The company's default model has been updated to align with GMSF v1.2 while continuing to include additional media emissions not covered by the framework.

The first option, Scope3 (excluding consumer device), represents the updated default model. This framework aligns with GMSF v1.2 but continues to include additional media emissions not covered by the standard. The second option, Scope3 (including consumer device), mirrors the default model's alignment but also includes consumer device emissions in its calculations.

The third option provides strict adherence to GMSF v1.2 standards. Users selecting this framework receive measurements that comply precisely with the industry framework without additional categories.

All overlapping emissions categories are calculated identically across the three frameworks. The distinction lies in the set of categories each framework includes. API customers will see a new gmsf value under the framework field in the /measure endpoint. Platform customers will observe an updated framework filter in Explore, Property pages, and Media Reporting.

Technical implementation details

The Scope3 emissions model encompasses multiple categories across the advertising value chain. These categories include techManipulation.creativeStorage, which measures emissions from storing creative assets. The mediaDistribution.corporate category tracks emissions from corporate infrastructure, while mediaDistribution.dataTransfer accounts for data transmission emissions.

The adSelection.adPlatform category measures emissions from ad platform operations during the selection process. The adSelection.dataTransfer category captures emissions from data transfer during ad selection. For creative delivery, the framework includes creativeDelivery.adPlatform for platform-related emissions and creativeDelivery.dataTransfer for transmission emissions.

Consumer device emissions, tracked under creativeDelivery.consumerDevice, represent energy consumption on end-user devices during ad display. The disposal.adMaterial category accounts for emissions from disposing of advertising materials.

TikTok's June 2025 partnership with Scope3 demonstrated the framework's application at scale. The platform measured over 130 billion impressions for thousands of advertisers across more than 32 languages. The methodology aligns with the Ad Net Zero Global Media Sustainability Framework, ensuring industry-standard measurements.

The framework differences become apparent in category inclusion. The scope3 framework includes mediaDistribution.corporate and mediaDistribution.dataTransfer, both excluded from the gmsf framework but included in scope3-consumer-device. Consumer device emissions, excluded from both scope3 and gmsf frameworks, appear only in scope3-consumer-device.

Industry context and adoption

Scope3 has maintained active participation in GMSF's evolution, contributing methodology expertise and real-world measurement insights to shape the framework's development. The company serves as a global supporter and member of the charter steering group, working to ensure GMSF reflects both practical implementation needs and technical accuracy requirements.

With formal GMSF compliance processes expected in early 2026, the October 1 update positions users to meet evolving industry standards. Scope3 customers can select their preferred framework for campaign sustainability reporting starting October 1. Users can preview numbers from updated models by accessing "Latest" in any property report.

Adform's March 2024 integration with Scope3 provided a measurement-only option for its Adform Carbon Reduction feature. This collaboration put data-driven insights into advertisers' hands without requiring immediate implementation of carbon reduction strategies.

The Scope3 framework includes all GMSF v1.2 framework categories in addition to other categories not yet included in the standard. All measurement frameworks on Scope3 continue to be supported by open-source methodology and contributed data from supply chain partners, ensuring depth and accuracy in emissions reporting.

Brands can now activate against sustainable media through brand agents on the Scope3 platform. The company describes sustainable media as higher quality, more performant media, linking environmental considerations directly to campaign effectiveness.

Measurement methodology evolution

The open-source emissions model measures emissions across ad selection, media distribution, and creative delivery. VIOOH's November 2024 announcement demonstrated measurements conducted in partnership with Cedara's Carbon Intelligence Platform, aligned with the Ad Net Zero Global Media Sustainability Framework. The digital out-of-home advertising platform reported 0.35g CO2e per impression.

Teads launched its Carbon Reduction Program at Cannes Lions in June 2024, addressing key challenges advertisers faced in assessing carbon footprints of digital campaigns. The program tackled difficulties in initiating measurement processes, interpreting carbon data, and developing reduction strategies.

The GMSF standard was developed through collaboration between industry experts and climate specialists. It aims to move the industry beyond observation and proof-of-concept stages toward systematic carbon reduction optimization and unified reporting. The standard includes measurement scope specifications, detailing activities within each media channel to include in measurement processes, and calculation formulas with necessary inputs and default values.

IAB Italia's September 9, 2025 white paper on digital sustainability provided Italian advertisers with strategies to measure and reduce carbon footprints of digital advertising campaigns. The document noted that internet alone consumes 10% of global electricity and pollutes six times more than it did a decade ago.

Platform integrations and partnerships

InMobi Advertising's October 15, 2024 partnership with Scope3 launched the world's largest green media offering for mobile and in-app advertising. The Scope3-powered solution offered measurement of campaign emissions at the deal ID level for all green media campaigns and reduction of campaign emissions by focusing on direct, high-quality, and low-emissions inventory.

Google updated Display & Video 360 in July 2025 to reflect Scope3's November 4, 2024 acquisition of Adloox. The name change consolidated ad verification and sustainability measurement capabilities under unified corporate branding. All technical capabilities remained unchanged during the transition period.

Scope3 expanded measurement capabilities to digital out-of-home in December 2023. The expansion included advancements to the emissions model to consider unique variables of DOOH advertising. The model incorporates an impression multiplier representing the average number of people within proximity of a screen to account for DOOH being a one-to-many format.

The company's evolution extended beyond carbon measurement. In August 2025, Scope3 appointed Tim Collier as chief commercial officer while conducting staff cuts. The restructuring supported the company's transition from carbon emissions data provider to agentic advertising platform operator. The company launched its Agentic Media Platform in March 2025, described as an adaptable operating system enabling organizations to build, integrate, or deploy agents executing autonomous decisions at the impression level.

Significance for marketing professionals

The alignment between Scope3's measurement frameworks and GMSF v1.2 addresses critical needs within the marketing community. Advertisers previously faced fragmented measurement approaches, making cross-platform comparisons and consistent reporting difficult. The standardization enables meaningful benchmarking and progress tracking toward sustainability goals.

The three-framework approach provides flexibility for different reporting requirements. Brands requiring strict compliance with industry standards can select the GMSF v1.2 framework. Organizations seeking comprehensive emissions visibility, including categories beyond current GMSF scope, can utilize Scope3's expanded frameworks.

The October 1 effective date allows measurement teams to align reporting cycles with the fourth quarter, providing a clean starting point for annual sustainability reporting. The preview functionality through "Latest" in property reports enables teams to prepare for the transition without disrupting current reporting processes.

Supply chain transparency gains prominence through the framework alignment. The open-source methodology and contributed data from supply chain partners support verification and audit requirements increasingly common in corporate sustainability reporting. This transparency extends to formal GMSF compliance processes expected in early 2026.

The connection between sustainability and performance merits attention. Scope3's characterization of sustainable media as higher quality, more performant media aligns environmental considerations with core marketing objectives. This positioning moves sustainability from a compliance exercise to a strategic advantage in media planning and buying.

The framework's evolution reflects broader industry momentum. From Yahoo's January 2023 integration to TikTok's June 2025 partnership, platform adoption demonstrates growing prioritization of emissions measurement. The standardization through GMSF v1.2 accelerates this adoption by reducing implementation complexity and ensuring measurement consistency.

Timeline

• June 2025: Ad Net Zero released GMSF v1.2 with improvements to digital framework, updated emissions factors, and enhanced guidance on data accuracy levels
• September 24, 2025: Scope3 announced alignment of core frameworks with GMSF v1.2 and introduction of three measurement framework options
• October 1, 2025: Scope3 emissions model alignment with GMSF v1.2 became effective
• Early 2026: Formal GMSF compliance processes expected to begin

Related Stories

• TikTok partners with Scope3 for transparent ad campaign emissions tracking (August 7, 2025)
• IAB Italia releases digital sustainability white paper addressing carbon emissions (September 9, 2025)
• Scope3 appoints Tim Collier as chief commercial officer amid staff layoffs (September 6, 2025)
• Google updates DV360 to reflect Scope3 acquisition of Adloox (June 18, 2025)
• Teads launches Carbon Reduction program to help advertisers minimize campaign emissions (June 19, 2024)
• VIOOH's DOOH platform achieves 90% lower carbon emissions vs industry standards (November 9, 2024)
• InMobi launches green media deals to reduce mobile ad carbon emissions (October 19, 2024)
• Adform: Advertisers can now measure Carbon Footprint with Scope3 integration (March 24, 2024)
• Scope3 expands Carbon Measurement Capabilities to include DOOH advertising (December 6, 2023)

Summary

Who: Scope3, a collaborative sustainability platform focused on decarbonizing media and advertising, announced the alignment in collaboration with Ad Net Zero, which developed GMSF through working groups comprising over 120 advertising and media companies across more than 40 markets.

What: Scope3 aligned its emissions measurement model with version 1.2 of the Global Media Sustainability Framework (GMSF) and introduced three framework options for users: Scope3 (excluding consumer device), Scope3 (including consumer device), and GMSF v1.2. The alignment encompasses technical updates to emissions categories, API endpoints, and platform interfaces.

When: Scope3 announced the alignment on September 24, 2025. The implementation became effective October 1, 2025. Ad Net Zero released GMSF v1.2 in June 2025. Formal GMSF compliance processes are expected in early 2026.

Where: The announcement applies globally to all Scope3 customers using the platform for emissions measurement. Implementation affects API customers through the /measure endpoint and platform customers through Explore, Property pages, and Media Reporting interfaces. The framework applies across all digital advertising channels where Scope3 provides measurement capabilities.

Why: The alignment addresses the industry need for consistent, standardized emissions measurement across digital advertising. With GMSF v1.2 incorporating improvements to the digital framework, updated emissions factors, and enhanced guidance on data accuracy levels, Scope3's alignment ensures users can meet evolving industry standards and prepare for formal GMSF compliance processes expected in early 2026. The three-framework approach provides flexibility for different reporting requirements while maintaining consistency with industry standards.