Scope3 Aligns Core Frameworks With GMSF v1.2 and Offers New Measurement Options

We're excited to announce that Scope3's core frameworks now align with GMSF v1.2, giving users more choice in emissions measurement.

The Global Media Sustainability Framework (GMSF) serves as the industry standard for emissions reporting across advertising and media. With this update, Scope3 users can now choose their preferred framework for emissions measurement from three GMSF v1.2-aligned options.

Developed by Ad Net Zero through collaborative working groups that include over 120 advertising and media companies in over 40 markets, GMSF represents the industry's collective effort to establish consistent measurement practices. In June 2025, Ad Net Zero released GMSF v1.2, incorporating important improvements to the digital framework, updated emissions factors, and enhanced guidance on data accuracy levels.

Enhanced Capabilities Starting October 1

Starting October 1, 2025, these industry developments translate into enhanced measurement capabilities for Scope3 measurement users. We have aligned our default Scope3 model with GMSF v1.2, and now offer users a choice of framework to apply for both campaign and property emissions reporting.

Specifically, users can now choose from the following framework options:

• Scope3 (excluding consumer device) – The default model has been updated to align with GMSF v1.2, but continues to include additional media emissions not covered by GMSF v1.2.
• Scope3 (including consumer device) – This optional model has been updated as above, but also continues to include consumer device emissions.
• GMSF v1.2 – Choose this model for strict adherence to the industry framework

Supporting Your Sustainability Measurement and Activation Goals

With this release, Scope3 users have more options to measure media sustainability. The Scope3 framework includes all GMSF v1.2 framework categories in addition to other categories not yet included in the standard. More details can be found in the October methodology notes.

All measurement frameworks on Scope3 continue to be supported by our open-source methodology and contributed data from supply chain partners – ensuring the highest depth and accuracy available. Sustainable media is higher quality, more performant media, and brands can now activate against this media through brand agents on the Scope3 platform.

Scope3 customers can select their preferred framework for campaign sustainability reporting starting October 1. You can preview the numbers from the updated models today by looking at "Latest" in any property report.

Preparing for Industry Standards

Scope3 has been an active participant in the evolution of GMSF, contributing our methodology expertise and real-world measurement insights to help shape the framework's development. As a global supporter and member of the charter steering group, we've worked to ensure GMSF reflects both practical implementation needs and technical accuracy requirements.

With formal GMSF compliance processes expected in early 2026, this update ensures your measurement approach will meet evolving industry standards.

If you have any questions about this update, or want to learn more about you can drive better media performance through sustainable media, please don’t hesitate to reach out.