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XR, a global technology company, has formed a new partnership with Scope3, which aims to decarbonize media and advertising, to integrate advanced carbon emissions data directly into XR’s platform. This enables brands to “seamlessly measure, manage and reduce the carbon impact of their digital ads, embedding sustainability into the creative distribution process, driving ESG performance and customer value,” XR says.
Digital and streaming advertising contribute significantly to global carbon emissions through energy-intensive data centers, content delivery networks and inefficient workflows. A single digital ad campaign can generate approximately 70 tons of CO₂ — equivalent to the annual carbon footprint of seven individuals. Estimates suggest digital advertising could account for up to 2% of global emissions.
XR says its platform integrates emissions data directly into the creative workflow, providing insights into the carbon footprint of digital assets across any platform or screen. Brands can analyze emissions by campaign, platform and geography to meet environmental KPIs and align with the Global Media Sustainability Framework (GMSF).
Emma Horton, XR director of impact, says: “Our partnership with Scope3 brings unprecedented transparency to the creative workflow, enabling brands to make more sustainable choices. Data intelligence allows us to better understand the environmental impact of digital advertising and equip brands with the insights needed to measure and reduce their carbon footprint. This marks a critical step in reducing waste throughout the creative lifecycle and driving meaningful impact on a global scale.”
Carbon emissions measurement enhances the value of XRIQ — XR’s creative intelligence suite — which “includes AI-driven insights for content effectiveness, representation, and now,