3 Years of Scope3: 2024 Highlights and What's Ahead

A holiday message from Brian O’Kelley, CEO and Co-Founder, Scope3:

It’s hard to believe that Scope3 will be three years old next week. In one sense, it feels like we’ve been at this for a very long time, and in another, it feels like we just started. Thinking back about this year, it feels the same way: both super long and super short.

If there’s one thing that I’ll take away from this year, it’s the connection between effectiveness and sustainability. Alongside our many partners – brands, agencies, ad tech companies, publishers, and platforms – we produced case study after case study that shows that using Scope3 data improves performance AND reduces carbon. As Bob Liodice said, “if you can solve the transparency problem, reduce inefficiency, and cut carbon… that’s a no-brainer.”

From a product perspective, our two major releases this year align to this idea of helping our partners grow sustainably. We released Media Reporting in June, automating the process of reporting on emissions and identifying opportunities to improve performance and reduce carbon. We also released GMP+, significantly improving performance by surgically removing placements instead of operating at the domain level. Of course there was much more – DOOH, social, support for GMSF, launching in Google Curate – so make sure you’re signed up for our product newsletter if you’re not already!

We welcomed Adloox to Scope3 in November. Romain and team have spent 15 years working to clean up the ad tech ecosystem, and we’re excited to add their data into our platform. With this acquisition, we also gain access to new platforms like DV360 and Meta that will expand our reach significantly.

From a company perspective, we almost tripled in size, to over 100 employees worldwide. We launched in Singapore and significantly increased our presence in the UK, France, and Germany. In January, we’ll welcome our first hire in Amsterdam and our first commercial lead covering the West Coast of the US.

So what’s coming in 2025? A few Q1 highlights to tease…

In London, we’re hosting a private performance of Kyoto, a political thriller about the first UN climate accords. I saw it this summer and loved the drama of world leaders – so divided on so many things – coming together to save our planet. It reminds me that the environment is not a contentious issue. Here in the US, Richard Nixon – a Republican – founded the Environmental Protection Agency. We need to separate “E” from ESG, and align on our common need for a cleaner planet.

We’re working hard on the AI platform we announced in October. We’re focusing on a few use cases to start with, including the use of AI for creative generation, and are actively working with brands and tech companies for pilots in Q1. If you’re interested in participating, please let us know!

In March, we're hosting our first major conference to bring together leaders to workshop how to accelerate sustainable growth using cutting-edge technology. We'll be talking about AI and ad tech, about the new capabilities made possible by the Adloox acquisition, about the solutions that our partners are bringing to market, and about how all of the work we're doing ties to the bigger picture of making a meaningful climate impact at this critical moment. I'm excited to share more as we get closer to the date!

Thank you so much for your support in 2024. It’s been an incredible year, and I am deeply grateful for the opportunity to be part of this incredible journey. Have a wonderful holiday season, and see you next year!