ESG is not dead—at least, the “E” part is alive and well. (It’s Environment, by the way! We had to Google it, to be honest. Always thought the “S” stood for sustainability. It doesn’t. 🙃)
This week, timed with CES, Scope3—the carbon emissions data and green adtech company—was featured in a flurry of partner announcements. These included Yahoo (Scope3 is a partner in its new curation initiative), Nativo (Scope3 will help Nativo ensure its inventory remains direct and free of carbon-heavy bad actors, like MFAs), and Colossus SSP (which integrated Scope3’s emissions data and green media technology).
It’s a strong showing for Scope3, which raised $25 million in October to advance its mission of “decarbonizing media and advertising” while also expanding its focus on balancing AI implementations with sustainability commitments.
Why This Matters:
Heading into 2025, skepticism around sustainability in adtech—especially under a second Donald Trump administration—was understandable. There were concerns that the topic might be ignored altogether. Clearly, that’s not the case, at least for now.
Scope3 has also been smart about how it frames the emissions conversation. They have consistently highlighted the connection between emissions and supply path optimization (e.g., made-for-advertising sites are carbon-intensive, while private marketplaces perform better on emissions, for example). This isn’t sustainability for its own sake or “just” environmental altruism—it’s also about performance and media quality. That is a winning message.
Experts React:
Here’s Brian O’Kelley from LinkedIn, touting the work with Nativo and Colossus SSP:
Not to be outdone, of course, Yahoo also got some Scope3 love in a blog post about its curation debut:
Our Take:
AdTechGod has had a solid prediction streak so far this year (while our predictions have been embarrassing us).
His SMB and CTV prediction was spot on given Comcast’s Universal Ads. One of his other predictions was sustainability, and with Scope3’s strong showing this week in Las Vegas, he might have nailed that one, too.
