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DoubleVerify: Starts New Carbon Emissions Measurement


DoubleVerify Introduces a New Carbon Emissions Measuring Service Scope3 is the engine that drives this site.

The innovative new service will reveal an advertiser’s digital carbon footprint for the first time.

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Carbon Emissions Measurement Offering Powered by Scope3

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, today announced an exclusive agreement with Scope3, the premier provider of supply chain emissions data for companies looking to make carbon-conscious business decisions.

DV Pinnacle®, DV’s flagship service and analytics platform, will give advertisers and agencies with a comprehensive campaign-based carbon footprint metric as part of the DV/Scope3 alliance.

Scope3 created the system of record for mapping the end-to-end emissions of the digital advertising lifecycle, taking into account the entire ad tech graph behind every impression they track.

This methodology is based on a combination of open data, consumer collaboration, third-party data provider partnerships, and independent research and analysis.

Advertisers and agency customers will receive detailed campaign-based reporting in DV Pinnacle with this new metric, which is currently in development, outlining the digital supply chain entities that contributed to their campaigns emissions, as well as the ability to customize data and reporting to cover specific partners, platforms, channels, inventory, formats, and regions.

The Greenhouse Gas (GHG) Protocol divides greenhouse gas emissions into three categories, or ‘Scopes.’ Scope 1 includes direct emissions from sources that are owned or controlled.

Scope 2 is responsible for indirect emissions, whereas Scope 3 is responsible for all other indirect emissions that occur across a company’s value chain.

Digital advertising has been demonstrated to have a significant carbon footprint as a result of the electricity needed by the millions of servers that support real-time bidding, machine learning, identity management, and other functions.

Scope3 is a model of emissions across the digital advertising supply chain that is accurate, complete, and independent.

“We can’t expect carbon-aware ad spending decisions to be made without a complete and accurate picture of how supply-side partners contribute to emissions,” said Mark Zagorski, CEO of DoubleVerify.

“We can equip marketers and agencies with the information they need to take action and effect real change with Scope3.

They will be able to use this new solution for the first time to analyze and mitigate the impact of their properties and ad expenditure, all thanks to DV’s vast verification infrastructure.”

“As an industry, we can grow and give huge value to brands without harming the environment by tracking all the carbon sources involved with every online ad transaction and making those transactions more carbon efficient,” said Brian O’Kelley, CEO of Scope3.

“We commend DV’s efforts to integrate the tools we need to join the fight against climate change in a smooth manner.

We are looking forward to working together to decarbonize media and advertising.”

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) is a leading digital media measurement and analytics software platform.

Our objective is to strengthen, secure, and protect the digital advertising ecosystem, ensuring a fair value exchange between buyers and providers of digital media.

Hundreds of Fortune 500 companies use our unbiased data and analytics to improve campaign quality and effectiveness while maximizing the return on their digital advertising spending all over the world. Visit www.doubleverify.com for additional information.

About Scope3

For supply chain emissions data, Scope3 is the source of truth.

Scope3 is the industry standard for carbon-aware business decisions, providing an accurate, comprehensive, and independent emissions model for every enterprise in the digital ecosystem.

Scope3 promotes the use of Green Media Products (GMPs), or carbon-neutral media, across the industry by detecting emissions and coordinating the acquisition of high-quality carbon removal contributions.


DoubleVerify Holdings Inc. published this content on 20 June 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 20 June 2022 06:33:01 UTC.


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