Scope3 aligns to GMSF v1.2

Alignment to version 1.2 of the Global Media Sustainability Framework

Effective October 1st, the Scope3 emissions model is aligned to the latest version (v1.2) of the Global Media Sustainability Framework (GMSF).

In addition, customers can report on emissions strictly under GMSF categories by selecting the new GMSF framework:

API customers will see new gmsf value under the framework field in the /measure endpoint.
Scope3 Platform (CSP) customers will see a new framework breakdown in Explore, Property pages and Media Reporting.

What framework to use when

We recommend to:

Choose gmsf for strict alignment with GMSF categories. Note 1: Emissions data for impressions served prior to October 1, 2025 is not available under this framework.
Choose scope3-consumer-device for broader coverage (including categories not yet in GMSF, such as media/content-related emissions). The scope3-consumer-device dataset is a superset of gmsf.
Choose scope3 to exclude consumer device emissions. This remains the default if no framework is specified.

Key Methodological changes

As part of this alignment, we have made the following changes:

Change	Impacted category keys
Added a new technical manipulation category to account for creative storage emissions.	`techManipulation.creativeStorage`
Included embodied emissions of servers.	`adSelection.adPlatform`
Updated the default bytes per ad/bid request.	`adSelection.dataTransfer`
Applied the conventional network model across all channels for Internet data transfer.	`adSelection.dataTransfer` `mediaDistribution.dataTransfer` `creativeDelivery.dataTransfer`
Adjusted device energy consumption and embodied emissions.	`mediaDistribution.consumerDevice` `creativeDelivery.consumerDevice`
Updated the default web and app Ad Formats and in-view time to the GMSF display defaults.	`creativeDelivery.dataTransfer` `creativeDelivery.consumerDevice`
Improved estimations of “% of screen occupied by the ad”	`creativeDelivery.consumerDevice`
Adjusted the amount of content associated per ad impression.	`mediaDistribution.dataTransfer` `mediaDistribution.consumerDevice`

Our methodology documentation has been updated to reflect these changes.

Expected impact

Changes in totals are likely as a result of the updates above. To understand the impact on specific properties, compare “September” vs “Latest” in the Emissions over time chart on Property pages.

For customers using the scope3 framework we forecast the following approximate per-channel variations:

Channels	Expected Variance	Example Property
`web`	+2%
`app`	+2%
`search`	-1%
`social`	-4%
`ctv-bvod`	+22%
`olv`	+69%
`digital-audio`	-13%
`linear-tv`	-43%	n/a

A note on Alignment vs Compliance

At this stage, GMSF provides guidance and categories but does not yet include a formal audit or certification process. The appropriate term to use is therefore alignment rather than compliance. This release reflects Scope3’s alignment with GMSF v1.2: we have adopted its recommendations where applicable, while continuing to apply Scope3 approaches and calculations in areas where higher accuracy is supported by contributed data.