
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

![](https://44188919.fs1.hubspotusercontent-na1.net/hubfs/44188919/Blog%20Images/Sep%202025%20-%20GMSFv1.2-selector.jpg)

**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](https://docs.scope3.com/changelog/october-2025-emissions-model#/).

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.


Scope3's core frameworks now align with GMSF v1.2 and users now have more choices for emissions measurement.

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


Connected TV (CTV) is now a centerpiece of modern media plans. It combines television’s cultural influence with digital precision, drawing billions in advertiser investment each year. But beneath the rapid growth lies a challenge: CTV buying practices often lack transparency, carry hidden carbon costs, and limit optimization opportunities.

A new report from the ANA, produced in partnership with Scope3, examines these challenges head-on and offers a roadmap for how advertisers can plan smarter, more sustainable CTV campaigns that drive results.

## **Why CTV needs a sustainability check**

The features that make CTV so appealing — premium content, packaged deals, programmatic distribution — also make it hard to manage effectively. Advertisers often buy bundled packages without knowing exactly where their ads will appear. That lack of visibility makes it difficult to enforce brand suitability, measure performance consistently, or evaluate the true environmental cost of each impression.

Carbon intensity is another hidden factor. Variables like creative length, bitrate, and supply paths all affect emissions. Without measurement, these costs remain invisible, even as they meaningfully impact both budgets and the planet.

## **What the study set out to answer**

To bring clarity, the ANA’s Media & Measurement Leadership Council partnered with Scope3 and six leading brands: Chipotle, General Motors, Honda, HP, Mastercard, and Prudential. Together, they explored three questions:

1. What is the carbon impact of CTV advertising?
2. What optimizations can reduce emissions and waste while improving performance?
3. How can sustainable practices scale across the industry?

The study applied Scope3’s carbon measurement framework alongside traditional KPIs like CPM, CPA, and video completion rate. This allowed advertisers to evaluate environmental and business outcomes in parallel.

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## **Small changes, big results**

The research tested four simple optimizations:

- **Shorter creatives.** Moving from 30-second to 15-second ads reduced emissions and often improved cost efficiency.
- **Creative optimization.** Running formats with stronger completion rates increased both impact and sustainability.
- **Inventory suppression.** Excluding high-emission, low-performing placements cut wasteful impressions.
- **Cleaner supply paths.** Prioritizing supply partners with lower average emissions created more efficient delivery routes.

Overall, campaigns lowered emissions while holding (and in many cases improving) performance. In one live sports campaign, emissions fell by 41%, eCPMs dropped 20%, and CPA improved by 92%. Another brand saw a 24% drop in eCPM alongside a material reduction in carbon intensity.

## **A new KPI for the CTV era**

The central recommendation is clear: advertisers should treat emissions the same way they treat reach, CPM, or CPA. Measuring gCO₂PM as a standard KPI uncovers waste that would otherwise remain hidden. With placement-level transparency, brands gain the ability to demand accountability from partners and make sharper buying decisions.

Just as advertisers already tier SSPs on cost or safety, sustainability can now be added to the mix. Favoring cleaner supply partners not only lowers carbon but also elevates the overall quality of supply.

## **Why this matters now**

Sustainability in advertising is no longer a “nice to have.” Consumers expect brands to lead on climate, regulators are raising the bar, and internal stakeholders increasingly want proof of progress. CTV offers a proving ground where brands can deliver both growth and responsibility.

The takeaway from the ANA and Scope3 study is simple: sustainable CTV is practical, measurable, and performance-positive. With better measurement, intentional planning, and small but powerful optimizations, advertisers can reduce waste, improve efficiency, and strengthen the entire media ecosystem.

## **Download the full report**

We’ve only scratched the surface of what the study uncovered about sustainability and CTV advertising. The full report includes deeper data, methodology, and real-world results from some of the world’s most influential marketers.

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The takeaway from the ANA and Scope3 study is simple: sustainable CTV is practical, measurable, and performance-positive. With better measurement, intentional planning, and small but powerful optimizations, advertisers can reduce waste, improve efficiency, and strengthen the entire media ecosystem.

Unlocking sustainable growth in CTV advertising


## The Challenge

Encore Digital manages advertising for many of the largest B2B companies in the world, each with strict brand safety and suitability standards. Encore wanted a solution to increase media performance and efficiency by reaching audiences on a wider variety of inventory, such as news and entertainment content, while rigorously avoiding content that is contentious, negative, or otherwise not in line with clients’ suitability requirements.

## The Opportunity

Encore Digital partnered with Scope3 to use Brand Standards for three clients’ campaigns. Unlike traditional verification tools that rely on keyword blocking and struggle to differentiate real vs. fictitious events, Brand Standards uses large language models (LLMs) for a human-like understanding of content and provides full transparency into media decisions, eliminating over-blocking for greater reach and performance.

## The Results

![Results](/marketing/blog/encore-digital-finds-a-new-approach-to-suitability-drives-more-attention-for-b2b-advertisers/image1.webp)

After taking just one week to create and calibrate brand agents with Brand Standards, Encore delivered measurably better engagement for three client campaigns while also improving brand safety, without impacting other media KPIs. With 99% suitability scores and performance gains in attention and viewability, Brand Standards proved its worth as Encore's new competitive advantage for demanding B2B clients.

> "Brand Standards lets us align media with our clients’ values in a far smarter way than blunt keyword lists, eliminating over- and under-blocking. We were able to **deliver stronger engagement and media performance** by focusing investment on the most suitable inventory — without compromise.” <br /><br /> \- Daniel Lewis, Head of Delivery & Product, Encore Digital


After taking just one week to create and calibrate brand agents with Brand Standards, Encore delivered measurably better engagement for three client campaigns while also improving brand safety, without impacting other media KPIs. With 99% suitability scores and performance gains in attention and viewability, Brand Standards proved its worth as Encore's new competitive advantage for demanding B2B clients.

Encore Digital finds a new approach to suitability, drives more attention for B2B advertisers


## **The challenge**

For Butler/Till, ensuring their pharmaceutical client only appeared in brand-safe environments was mission-critical. But traditional brand safety tools were blocking too much, including valuable news content and nuanced but appropriate articles, and missing high-risk content that didn’t match keyword lists. Butler/Till needed a precise, intelligent solution to reduce risk while unlocking reach to key patient audiences.

## The opportunity

Butler/Till constantly seeks innovative tools to improve outcomes for clients. Scope3’s Brand Standards, powered by agentic AI, offered a breakthrough. Unlike rigid verification tools, Brand Standards uses large language models (LLMs) with human-in-the-loop supervision to deeply understand content, opening the door to greater reach and performance.

## The results

![Results](/marketing/blog/reinventing-brand-safety-with-butlertill-first-agency-to-launch-a-scope3-brand-agent/image1.webp)

Butler/Till extended their client's reach to more relevant patients without compromising safety. The campaign’s success highlighted how agentic decisioning can reshape outdated approaches to brand safety and deliver better results, including a **75% reduction** in unique incident rate. As a result, Butler/Till was named an AdExchanger Awards 2025 Finalist in the *Best Use of Technology by an Agency* category.

> *"Brand Standards surpassed our expectations, opening up new opportunities for our clients. We're now empowered to make brand-specific decisions that both protect brand integrity and maximize reach. As technology continues to evolve, Butler/Till is proud to lead the way in advancing brand safety.”* 
-Nick Morticelli, Manager, Strategy & Partnerships, Biddable Media, Butler/Till





For Butler/Till, ensuring their pharmaceutical client only appeared in brand-safe environments was mission-critical. But traditional brand safety tools were blocking too much, including valuable news content and nuanced but appropriate articles, and missing high-risk content that didn’t match keyword lists. Butler/Till needed a precise, intelligent solution to reduce risk while unlocking reach to key patient audiences.