XR, a global technology leader, has joined forces with Scope3, the premier authority in decarbonizing media and advertising, to embed precise carbon emissions data directly into XR’s platform. This collaboration empowers brands to seamlessly track, manage, and minimize the environmental impact of their digital advertisements, fostering sustainability within the creative distribution process while enhancing ESG performance and customer engagement.
The digital and streaming advertising ecosystem contributes significantly to global carbon emissions, stemming from high-energy data centers, content delivery networks, and inefficient operational workflows. Research indicates that a single digital ad campaign can produce around 70 tons of CO₂—comparable to the annual carbon footprint of seven individuals. Estimates further suggest that digital advertising could account for as much as 2% of global emissions.
XR’s platform integrates emissions data directly into the creative workflow, offering brands deep insights into the carbon footprint of digital assets across multiple platforms and screens. With the ability to analyze emissions by campaign, platform, and geography, advertisers can align with the Global Media Sustainability Framework (GMSF) and meet key environmental KPIs.
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“Our partnership with Scope3 brings unprecedented transparency to the creative workflow, enabling brands to make more sustainable choices,” said Emma Horton, Director of Impact at XR. “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.”
The integration of carbon emissions measurement also strengthens XRIQ—XR’s cutting-edge creative intelligence suite. By combining AI-driven insights on content effectiveness and representation with environmental impact tracking, XRIQ empowers brands with actionable intelligence, greater creative control, and seamless connectivity—driving responsible decision-making and tangible business results.
“Partnerships like this are essential for driving meaningful progress in the advertising industry,” said Harvin Gupta, Head of Commercial Partnerships at Scope3. “By combining XR’s expertise in ad content delivery with Scope3’s emissions model, we’re equipping brands with the tools to measure and understand their carbon footprint in real-time, empowering the industry to make significant strides toward decarbonization.”
“This partnership between XR and Scope3 is another positive step forward to consistent measurement of greenhouse gas emissions from digital media, which will help companies more accurately benchmark their current performance, identify areas of wastage and look for opportunities for emissions reduction,” said Anthony Falco, Global Director, Ad Net Zero. “Ad Net Zero is developing the Global Media Sustainability Framework for six media channels to standardize greenhouse gas emission measurement globally and help the industry create positive change at scale.”
Beyond carbon emissions tracking, the XR platform streamlines asset management and optimizes workflows, minimizing redundancies in transcoding, file sharing, transfers, and data storage. This results in a more efficient supply chain and a significantly more sustainable creative lifecycle.