Scope3 joins the Ad Net Zero Charter Steering Group to accelerate sustainable advertising

As the climate crisis escalates and regional regulatory progress slows, the advertising industry must lead with urgency and coordination. That’s why the Global Media Sustainability Framework (GMSF) — owned by Ad Net Zero and co-developed with stakeholders from across the industry — is so important. It provides a shared, science-backed methodology for measuring the environmental impact of advertising across the supply chain.

After being a regional member for years, Scope3 now joins as a global supporter of Ad Net Zero, and in recognition of the company’s role in advancing the standards work, Ad Net Zero has appointed Lillie Ratliff, Head of Strategic Initiatives, as a member of the Charter Steering Group (CSG). Her appointment reflects both our technical leadership and our deep, ongoing commitment to shared standards and cross-industry collaboration.

Ad Net Zero CSG members are actively creating sustainability standards and best practices which will shape the advertising industry for years to come. The CSG also interacts with the Ad Net Zero Board, made up of industry trade associations to drive the development of the program in line with the CSG’s focus and priorities.

Additionally, Ad Net Zero just released the latest version of the GMSF v 1.2. The update brings greater clarity and direction to the industry’s measurement approach, offering significant updates to the digital methodology — like formula, data levels, and default values — developed by IAB Europe’s Methodology & Framework Working Group. It’s an important milestone in the move toward accountability and consistency across media. Scope3 has been aligned to the framework since it’s inception and we’re proud to support its ongoing development. Lillie’s role on the Charter Steering Group will ensure that Scope3 continues to push for science-based standards and cross-industry alignment, while helping the framework evolve to meet the moment.

Sustainability is the reason Scope3 was founded. We believe, and have since proven, that better media drives better outcomes for brands, publishers, and the planet. Having a clear understanding of media’s environmental impact is the only way to keep pushing our mission forward. That’s why our platform and methodology is built for always-on, activity-based measurement and real-world reduction.

There’s still more to do. The next step is bringing AI into the framework, ensuring that as new technologies reshape marketing, we don’t replicate the waste of the past. But today, we celebrate a clear step forward and a shared commitment to progress.