Scope3

First-mover and de facto standard for carbon emissions measurement in programmatic advertising

Scope3 is a collaborative sustainability platform purpose-built for the digital advertising industry. Founded by Brian O'Kelley (co-founder of AppNexus) and Johannes Kröger in 2022, the company provides granular carbon emissions measurement for programmatic media transactions, enabling advertisers, agencies, DSPs, and SSPs to quantify and reduce the environmental impact of their ad buying activity. Scope3's data model covers the full digital advertising supply chain — from data centers and ad servers to end-user devices — giving buyers a comprehensive view of emissions per impression. Scope3 has rapidly established itself as the de facto standard for advertising carbon measurement, partnering with major industry players including The Trade Desk, Google DV360, Magnite, PubMatic, GroupM, IPG Mediabrands, and others. Its emissions data is embedded directly into programmatic workflows, allowing media buyers to filter inventory by carbon footprint and make greener purchasing decisions without sacrificing performance. The company also offers 'Green Media Products' (GMPs) — curated, low-emission inventory packages sold through SSP and publisher partners. Scope3 occupies a unique and largely uncontested niche at the intersection of sustainability and adtech infrastructure. As regulatory pressure around ESG reporting intensifies and holding companies commit to net-zero targets, Scope3's data has become increasingly critical for compliance and brand responsibility reporting. The company has positioned itself as a neutral, collaborative industry utility rather than a competitive vendor, which has accelerated adoption across the ecosystem.