Media and advertising sustainability platform Scope3 has launched Media Reporting, an always-on tool designed to help brands and media buyers measure ad emissions and reduce waste across their digital ad campaigns.

The tool allows users to bring in campaign data from any source, providing a holistic view of their campaign emissions and performance on the Scope3 Collaborative Sustainability Platform.

Users can compare their advertising activity emissions to market benchmarks, simulate carbon and waste reduction against campaign performance, and initiate recommended actions to decarbonise. Scope3 has conducted several measurement studies and pilot tests with brands globally, providing insight into the sources of emissions within campaigns and offering optimisation techniques for lowering their emissions.

"Sustainability is a lever for driving efficiency and reducing waste. When brands see that proven time and again, they will drive the change needed to push the entire industry to be better. By combining performance and emissions into a singular view to help brands make the smartest choices for their business, this evolution of our platform brings us a giant step closer to a decarbonised advertising ecosystem," said Co-Founder and COO at Scope3, Anne Coghlan.

Media Reporting builds on these tests and makes campaign emissions measurement easy and scalable. Brands can lower their carbon footprint using Scope3 powered reduction solutions, like Climate Shield, Green Media Products (GMP or GMP+) or Custom Carbon Algorithms, offered by Scope3 partners across the industry.

SVP of Kroger Precision Marketing, Cara Pratt, said: "Brands working with us know to expect better outcomes given we provide them with access to precision audiences they can’t find anywhere else. Our work with Scope3 means they can now be assured that their media is both effective, efficient and more sustainable. Using Scope3’s granular reporting data, we optimised the delivery of our managed programmatic advertising and reduced overall campaign emissions while still delivering impressive results for clients. Having always-on access to that data will be a powerful tool in helping our industry meet its decarbonisation goals."