Creative

The Creative API supports multiple digital channels and formats so some specific examples are provided below for common use cases.

Methodology

For detail on the underlying calculations, please see Creative Methodology (github). Scope3 adds two proprietary components to the open source data:

Daily grid mix - we use various data sources to report on marginal emissions intensity of the electricity grid for most major countries and regions. For more information on our coverage and approach, see (emissions intensity methodology). We also forecast grid mix for 12 months in the future so that planners can see the likely energy use from future campaigns (coming in Q1 2023).
Not included in version 1.1) Vendor models - we work with individual ad tech vendors to model their carbon footprint, including their corporate and technology operations, on a per-request basis. For vendors that have not contributed data, we use public data (sustainability reports, financial reports, etc) and proprietary information to predict their per-request footprint. We also work with ad tech vendors to understand how their technology works in different situations - for instance, for a creative ad server, whether they download content progressively or up-front and whether this download starts if the ad renders below the fold. These detailed models provide the most comprehensive understanding of the full impact of delivering a creative.

API Status

The creative API is currently in public beta. You do not need an API key to use it during the public beta. Please share feedback with us here or in github!

Input parameters

Parameter	Values	Required	Comments
Format	banner, text, video	yes	Banner uses payload size and conventional model. Video uses duration and power model. Text returns 0
Payload Size	integer	no	The number of bytes transferred to fully display the creative. Only used for banner format.
Duration (Seconds)	float	no	Time the creative plays. Only used for video format.
Date	date	yes	To pull up accurate grid mix
Country	string	yes	The two-letter country code
Region	string	no	The two- or three-letter region code - only supported for US, Canada, and Australia
Network	fixed, mobile, unknown	no	Default to unknown
Device Type	mobile, pc, tablet, tv, ooh, unknown	no	Default to unknown
Impressions	integer	yes

Output parameters

We provide the component emissions as some companies exclude the consumer device from their boundaries.

Parameter	Values	Comments
creativeConsumerDeviceEmissions	float	Both use and embodied
creativeDistributionEmissions	float
totalEmissions	float	Sum of above

Use Case: Banner Ad

Parameter	Values	Comments
Format	banner
Payload Size	24882	The size of the creative in bytes
Impressions	831211
Network Type	mobile
Device Type	mobile

This will output:

Parameter	Value	Comments
Device Energy	0.18 kWh	1 x 831211 x 0.77 / 3600 / 1000
Device Embodied Emissions	4322.3 gCO2e	1 x 831211 x 0.0052
Data Transfer Energy	2.70 kWh	0.14 kWh/GB x 24882 / 1024 / 1024 / 1024 GB x 831211

At 390 g/kWh, this creative execution would generate 5.4 kg of CO2e.

Use Case: Video ad on CTV

Parameter	Value	Comments
Format	video
Duration	30
Impressions	831211
Network Type	fixed
Device Type	tv

This will output:

Parameter	Value	Comments
Device Energy	605.4 kWh	30 x 831211 x 87.4 / 3600 / 1000
Device Embodied Emissions	523662.9 gCO2e	30 x 831211 x 0.021
Data Transfer Energy	69.3 kWh	10W x 30s x 831211 / 3600 s/h / 1000 Wh/hWh

At 390 g/kWh, this creative execution would generate 787 kg of CO2e.