Omnichannel in Focus: Scope3 Adds Linear TV and Search to Emissions Reporting

Advancing Sustainability Measurement: New Channels and Modeling Improvements

Advertising emissions measurement just took a major step toward true omnichannel coverage. Scope3 Media Reporting – part of our Collaborative Sustainability Platform – now includes campaign-level emissions measurement for Linear TV and Search, marking our first broadcast channel while moving us closer to complete omnichannel tracking.

With the update, media buyers and sellers can now measure carbon emissions across more of their media mix, spanning Web, App, OLV, CTV, DOOH, Social, Audio, Linear TV, and Search within a single unified platform. This expanded coverage enables more data-driven decisions that unlock safe and sustainable growth.

We're also introducing Ad Stack Declaration, a new feature that enables publishers to submit detailed ad selection data for more precise emissions modeling and enhanced supply chain transparency.

What is Scope3 Media Reporting?

Scope3 Media Reporting is a best-in-class, campaign-level measurement solution that tracks the carbon emissions of advertising campaigns across your expanding media mix. Built on our open-source, GMSF-aligned methodology, Media Reporting provides actionable emissions data and market benchmarks that help advertisers, publishers, and platforms better understand the carbon impact of campaigns to make smarter, more sustainable media decisions.

Expanding Channel Coverage: A Step Toward Omnichannel

Scope3 Media Reporting now supports emissions measurement across Web, App, OLV, CTV, DOOH, Social, Audio, Linear TV, and Search. This expanded coverage represents a significant step toward true omnichannel emissions measurement, letting you analyze carbon impact across more of your complete media mix while identifying concrete opportunities for reduction.

Our latest additions address two critical measurement gaps:

• Linear TV marks the first broadcast media channel Scope3 supports, unlocking emissions measurement for traditional television alongside digital channels. This addition allows you to compare carbon impact across all video formats within a unified framework.
• Search provides emissions data that enables comparison of the environmental impact of all major digital channels, helping you make more informed decisions about your complete digital media mix.

Scope3 continues evaluating new channels and formats for inclusion, responding to market demand and client needs as we progress toward complete omnichannel coverage.

What are the benefits of using Scope3 Media Reporting?

Scope3 Media Reporting gives media buyers and sellers a clearer view of their climate impact — and the tools to do something about it. These expanded measurement capabilities create new opportunities for both sides of the media ecosystem to drive more sustainable, performant, and data-informed executions.

For Media Buyers:

• Access a comprehensive emissions dashboard that spans major media channels, giving you visibility into your complete media mix.
• Compare campaign sustainability performance across channels to identify which media investments deliver the best ROI.
• Reduce emissions through manual optimizations and Scope3 activation products like Green Media Products and Scope3 Essentials.

For Media Sellers:

• Offer industry-leading sustainability reporting as a value-added service that differentiates your inventory and strengthens client relationships.
• Position yourself strategically by showcasing your commitment to safe, low-emissions campaign delivery among sustainability-focused buyers.
• Stand out from competitors through enhanced transparency and data-driven insights.

Behind these benefits is sophisticated measurement methodology designed specifically for each channel's unique infrastructure and delivery mechanisms.

How Linear TV Emissions Measurement Works

Measuring linear TV emissions requires accounting for the unique infrastructure behind scheduled, episodic broadcast TV programming and distribution. Our methodology estimates emissions from both signal distribution and audience viewing habits using consistent, transparent calculations across markets and broadcast methods. We measure key components such as broadcast method, household equipment, TV viewership, and spot-based delivery.

This comprehensive approach delivers geographically sensitive, comparable linear TV advertising emissions data that supports better decision-making for both media buyers and broadcasters. Read more about our methodology here.

With Scope3 Media Reporting, media buyers and seller can now measure the carbon emissions associated with their linear TV advertising campaigns.

How does advertising emissions measurement work for Search?

Search largely follows Scope3’s existing open source methodology for digital advertising emissions measurement. It represents a low-emission digital channel due to its lightweight page structure and minimal advertising technology stack. Unlike other digital platforms, search operates primarily through closed-loop systems with limited monetization partners and resellers, reducing the computational overhead typically associated with complex ad networks.

While search emissions consistently register lower carbon footprints compared to broader web traffic, this may evolve over time as AI-driven search experiences introduce new computation and delivery patterns.

The concentrated nature of the search ecosystem, with fewer major platforms compared to the broader web landscape, further simplifies emissions tracking and reduces overall environmental impact. Read more on our open source methodology here.

Linear TV Emissions Measurement in Action: Our Partnership with Channel 4

We’re partnering with Channel 4, a leading broadcaster in the UK, on the initial release of Linear TV measurement, which brings emissions reporting to campaigns running across Channel 4’s owned and operated platforms. Through the partnership, advertisers will benefit from access to actionable emissions data that span major media channels, including Linear TV.

Sam Hicks, Head of Advertiser Strategy at Channel 4, said:

In line with Channel 4’s commitment to sustainability, we want to help our advertisers reach their emissions reduction targets, by offering them insights into the emissions from campaigns running on our owned and operated platforms. We’re pleased to be enabling this capability through our collaboration with Scope3.

This partnership demonstrates how leading TV broadcasters are integrating sustainability measurement into their core offerings, setting a new standard for the industry's approach to environmental responsibility.

How can I get started measured advertising emissions?

If you’re already a Media Reporting customer, simply log in to the Scope3 Platform and upload your campaign data through the Media Reporting interface. You can begin measuring emissions across all supported channels, including the new Linear TV and Search options.

If you’re not currently a customer, you can request access by submitting a quick form here. Once your request is received, our team will get in touch to talk through next steps and help you start measuring the carbon impact of your advertising campaigns.

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What is ad stack declaration?

Ad Stack Declaration is a new feature within the Scope3 Platform that enables publishers to submit more detailed information – such as declared connections and traffic data – on their ad tech supply chains. This data helps Scope3 model the emissions associated with a publisher’s ad selection process more precisely, enhancing the quality of emissions data available to platform users.

By participating, publishers contribute to a more complete and representative view of their supply chain’s climate impact within the Scope3 ecosystem.

What kind of data do publishers submit for ad stack declaration?

Publishers share key details about their monetization setup, including:

• Which ad tech platforms are being used
• The tools and methods used to integrate those platforms (e.g. prebid.js, ad servers, Open Bidding)
• The order in which platforms participate in auctions
• The percentage of traffic flowing through each component

This information feeds directly into Scope3’s emissions modeling and is visualized within the Ad Selection diagram on the publisher’s property page, as shown below.

SBS On Demand, a leading CTV and public broadcasting publisher in Australia, worked with Scope3 to submit detailed information on their ad tech stack, leading to more precise modelling of their emissions.

Why precise advertising emissions modeling matters

Accurate emissions modeling provides a more transparent and precise view of how carbon moves through the advertising supply chain.

For publishers, declaring ad stack information ensures that operations are reflected as they actually function — improving the accuracy of emissions estimates and enabling more-informed optimization decisions.

At an industry level, more complete modeling supports greater transparency across the media ecosystem. It allows advertisers, platforms, and publishers to compare supply paths using consistent and precise data, which is critical for identifying meaningful opportunities to reduce emissions at scale.

How can publishers submit more detailed information on their ad tech stack for more precise emissions modeling?

Publishers interested in contributing and declaring their ad stack data should reach out to their Customer Success Manager. The Scope3 Solutions team will assist you in configuring your data for upload, enabling more accurate representation of your supply chain emissions in the Scope3 Platform.

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Ready to unlock sustainable growth through omnichannel advertising?

With the addition of Linear TV and Search to Scope3’s sustainability reporting — and the launch of Ad Stack Declaration — brands, agencies, publishers, and platforms now have a clearer, more comprehensive view of media’s environmental impact than ever before.

Try out the Scope3 Platform and see the impact of omnichannel emissions measurement today.