diff --git a/docs/calculations.mdx b/docs/calculations.mdx index d7626fe..50bc4b0 100644 --- a/docs/calculations.mdx +++ b/docs/calculations.mdx @@ -176,7 +176,8 @@ Native product carousel ### Conventional model data transfer by network type -From [SRIxAD database 2.1](https://github.com/SRISyndicatRegiesInternet/SRIxAD-DigitalCampaignsCarbonFramework/releases/download/v2.1.0/Referentiel.SRI.x.AD.-.V2.1_partage.zip), original source ADEME_220830_v1.4 +The Scope3 values below are from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf). +SRI values from [SRIxAD database 2.1](https://github.com/SRISyndicatRegiesInternet/SRIxAD-DigitalCampaignsCarbonFramework/releases/download/v2.1.0/Referentiel.SRI.x.AD.-.V2.1_partage.zip), original source ADEME_220830_v1.4 (now considered outdated). @@ -188,13 +189,13 @@ From [Carbon impact of video streaming (Carbon Trust)](https://ctprodstorageacco ### Mobile to fixed ratios by country -From [ITU Data Hub](https://datahub.itu.int/) (2022 data) +From [ITU Data Hub](https://datahub.itu.int/) (2024 data), these ratios do not apply to TV and Smart Speakers for which a specific `default_percent_mobile_by_device_type` is set. ### Video player characteristics -Based on actual data transfer of https://vjs.zencdn.net/8.10.0/video.min.js on February 23, 2024 +Default video player size from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf) @@ -206,7 +207,9 @@ Based on [YouTube recommendations](https://support.google.com/youtube/answer/172 ### Device size -From common devices (Quad HD 27” monitor, iPhone 13, Nexus 5X, iPad Air 1/2, iPad 2/3, Nexus 9, 1080P TV) +From common devices (Quad HD 27” monitor, iPhone 13, Nexus 5X, iPad Air 1/2, iPad 2/3, Nexus 9, 1080P TV). + +**Note**: We use the software resolution, not the hardware resolution, to avoid underestimating the actual visual coverage of the ad displayed on screen. @@ -218,18 +221,20 @@ See [Consumer Devices](./consumer_devices) ### Time in view for non-video ads -Observations from various channels +Default in view time from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf) ### Ad platform defaults -Observations from various channels +Observations from various channels and CDN / Edge Node emission factors from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf) ### Channel and device type mappings +The default ad formats for the Web and App channels are based on the [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf) defaults for creative payload. + ### Broadcasting defaults @@ -238,6 +243,8 @@ Observations from various channels ### Creative storage defaults +Emission factors from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf), along with assumptions on average distribution per storage type, default multipliers to estimate the required storage space based on the delivered creative size and default impressions per creative. + ## Lookups from external sources @@ -327,6 +334,19 @@ we fall back to a default channel by device. ## Calculating Emissions +### Tech Manipulation - Creative Storage + +``` +creative_storage_gco2_per_imp = +(default_linear_tape_open_storage_kgco2e_per_gb * default_linear_tape_open_storage_usage_pct ++ default_hard_disk_drive_storage_kgco2e_per_gb * default_hard_disk_drive_storage_usage_pct ++ default_solid_state_drive_storage_kgco2e_per_gb * default_solid_state_drive_storage_kgco2e_per_gb ++ default_cloud_storage_kgco2e_per_gb * default_cloud_storage_usage_pct) +* 1000 +* ((creative_data_transfer_bytes * creative_raw_asset_size_factor[Channel] + creative_data_transfer_bytes * creative_work_iterations_factor[Channel]) / 1000000000) +/ default_impressions_per_creative +``` + ### Creative Delivery - Data Transfer ``` @@ -431,7 +451,16 @@ creative_platforms = creative_ad_platforms ?? default_creative_platforms creative_platform_emissions_gco2_per_imp = 0 for platform in [creative_platforms, ad_format.ad_platforms]: - creative_platform_emissions_gco2_per_imp += platform.emissions_per_creative_request_per_geo_gco2_per_imp + emissions_per_creative_request_per_geo_gco2_per_imp = + platform.emissions_per_creative_request_per_geo_gco2_per_imp ?? + ((creative_data_transfer_bytes / 1000) x + (edge_node_use_watts_per_kb / 1000) x + lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)) + + + (creative_data_transfer_bytes / 1000 x + edge_node_embodied_gco2e_per_kb) + + creative_platform_emissions_gco2_per_imp += emissions_per_creative_request_per_geo_gco2_per_imp ``` ### Creative Delivery - Consumer Device diff --git a/docs/channel_considerations.mdx b/docs/channel_considerations.mdx index 9f6bbd4..d6c6ebe 100644 --- a/docs/channel_considerations.mdx +++ b/docs/channel_considerations.mdx @@ -137,18 +137,11 @@ Similarly to how we model consumer devices (see [Consumer Devices](./consumer_de ### TV Viewing Emissions -We follow the same methodology as described in [Consumer Devices](./consumer_devices), accounting for both use phase (energy consumption) and embodied emission (production & disposal). - -We adapt the "synthetic TV system" for Linear TV accordingly: - -- Set-top boxes (STBs) and decoders are excluded, as they are already accounted for under household equipment. -- We retain the assumption from Urban et al. that 7% of televisions come with a sound bar. - -This results in the following TV system: +We follow the same methodology as described in [Consumer Devices](./consumer_devices), accounting for both use phase (energy consumption) and embodied emission (production & disposal), aligned with GMSF 1.2: | Device | Power (W) | PEPS (gCO2e/s) | | --------------------- | --------- | -------------- | -| TV System (Linear TV) | 75 | 0.0096 | +| TV System (Linear TV) | 136.8 | 0.00865 | ### Estimating the number of TV impressions diff --git a/docs/consumer_devices.mdx b/docs/consumer_devices.mdx index 0f3a797..3057692 100644 --- a/docs/consumer_devices.mdx +++ b/docs/consumer_devices.mdx @@ -24,7 +24,7 @@ To calculate the _Lifecycle Emissions Per Second of Use_ (LEPS), we multiply the `LEPS = PEPS + GI • UEPS` -The following sections outline the sources and assumptions used to calculate these metrics for various device types. +The following sections outline the sources and assumptions used to calculate these metrics for various device types. Note that, after the release of the [October 2025 Emission Model](https://docs.scope3.com/changelog/october-2025-emissions-model#/), we use the default emission factors from version 1.2 of the Global Media Sustainability Framework (GMSF) for these consumer devices: TV, Phone, Tablet and Personal Computer. ## Personal Computer @@ -44,10 +44,12 @@ From [Urban et al](#urban-et-al-2019): | Laptop | 122 | 11 (idle), 22 (active) | 3.0 (idle), 3.7 (active) | | Monitor | 101 | 30 | 5.5 | -Since we do not know the exact device a consumer is using (most reporting is aggregated to device type), we use install base to create a synthetic "personal computer". See [PC emissions model](supporting/pc_emissions_model.xlsx). Based on this analysis, a personal computer uses an average of 53.2 W of energy while in use, and has Production Energy of 0.005 gCO2e per second of use. +Since we do not know the exact device a consumer is using (most reporting is aggregated to device type), we used to use the install base to create a synthetic "personal computer". See [PC emissions model](supporting/pc_emissions_model.xlsx). Based on this analysis, a personal computer uses an average of 53.2 W of energy while in use, and has Production Energy of 0.005 gCO2e per second of use. ![Visual representation of the PC emissions model](images/pc_emissions_model.png) +We use the following defaults from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf): a use-phase energy intensity of 0.0000154 kWh per second (55.44 W power draw) and embodied emissions of 0.00000545 kgCO2e per second. The listed data sources are ADEME ([Base Empreinte, "Numérique 2.0" dataset, 2025](https://base-empreinte.ademe.fr/)) and Scope3. + ## Tablet From [Negaoctet](#Negaoctet), a "Tablet; use mix, personal or professional use; average configuration: 10.44 inches screen mix of LCD screen, 4 GB RAM, 121 GB memory, 3 years lifespan; RAS" has 25.3 kgCO2e per year of embodied emissions. @@ -56,6 +58,8 @@ We don't have a stat on daily usage of tablets. Assuming that people use them in For energy use, [iBatteryLife](https://ibatterylife.com/ipad-battery-life-test/) compares multiple iPad models and battery life is around 10 hours for each. The average iPad, per [Sir Apfelot](https://sir-apfelot.de/en/battery-capacity-ipad-mah-19060/), has around 30 Wh of battery capacity. Thus, a tablet has an average power draw of 3W. +We use the following defaults from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf): a use-phase energy intensity of 0.0000014 kWh per second (5.04 W power draw) and embodied emissions of 0.0000257 kgCO2e per second. The embodied emission factor is much higher than for the other devices due to considering low daily usage. The listed data source is ADEME ([Base Empreinte, "Numérique 2.0" dataset, 2025](https://base-empreinte.ademe.fr/)). + ## Smartphone From [Negaoctet](#Negaoctet), a "smartphone; use mix, personal use; average configuration: 6,61 inches screen mix of LCD and OLED technologies, 7,3 GB RAM, 180 GB memory, 2,5 years lifespan; RAS" has 33.6 kgCO2e per year of embodied emissions. @@ -64,6 +68,8 @@ The typical person uses her phone for 4 hours and 23 minutes a day per [Statista As an example, per [GSM Arena](#gsmarena), the Apple iPhone 13 takes 16 hours and 8 minutes to run out of battery when browsing the internet (similar to video playback). In idle mode, it takes 174 hours to discharge. It has 12.41Wh of battery capacity per [Macworld](#macworld). Thus, the iphone consumes 0.77W when active, and 0.071W when idle. +We use the following defaults from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf): a use-phase energy intensity of 0.0000013 kWh per second (4.68 W power draw) and embodied emissions of 0.00000655 kgCO2e per second. The use-phase value is considered conservative and based on video playback. The listed data source is ADEME ([Base Empreinte, "Numérique 2.0" dataset, 2025](https://base-empreinte.ademe.fr/)). + ## Television From [Urban et al](#NRDC-2019): @@ -87,6 +93,8 @@ Based on 3.9 hours/day of usage, the embodied emissions from a TV and set top bo A detailed study of many TV models can be found at [ecocostsavings.com](https://ecocostsavings.com/tv-wattage/), indicating that the average power draw of a TV in the US is 59W active, 0.5W standby. This data is not tied to a scientific study but does indicate that overall power usage may have declined since the Urban study above. +We use the following defaults from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf): a use-phase energy intensity of 0.000038 kWh per second (136.8 W power draw) and embodied emissions of 0.00000865 kgCO2e per second. The listed data source is ADEME ([Base Empreinte, "Numérique 2.0" dataset, 2025](https://base-empreinte.ademe.fr/)). + ## Smart Speaker From a [NRDC report by Horowitz, Hardy, and Tian](#nrdc-2019): @@ -110,40 +118,40 @@ Below, we detail our assumptions and sources for each component of the calculati ### Device lifespan -| Studies / Source | Car Audio (years) | Portable Receiver (years) | Hi-Fi (years) | Alarm Clock Radio & Docking Station (years) | -| --- | --- | --- | --- | --- | -| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 10 | 5 | 5 | 5 | -| [ACEA](https://www.acea.auto/figure/average-age-of-eu-vehicle-fleet-by-country/) - Europe (2022) | 12.3 | | | | -| [Bureau of Transportation Statistics](https://www.bts.gov/content/average-age-automobiles-and-trucks-operation-united-states) - USA (2024) | 14 | | | | -| [Department for Transport & Ricardo](https://assets.publishing.service.gov.uk/media/623b0fb28fa8f540f3202c12/lifecycle-analysis-of-UK-road-vehicles.pdf) - UK (2024) | 14 | | | | -| [FordAV](https://www.fordav.com/solutions/lifecycle-of-av-systems/) - Global (N/A) | | | 10+ | | -| WW Assumption | 10 | 5 | 10 | 5 | +| Studies / Source | Car Audio (years) | Portable Receiver (years) | Hi-Fi (years) | Alarm Clock Radio & Docking Station (years) | +| ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------- | ------------------------- | ------------- | ------------------------------------------- | +| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 10 | 5 | 5 | 5 | +| [ACEA](https://www.acea.auto/figure/average-age-of-eu-vehicle-fleet-by-country/) - Europe (2022) | 12.3 | | | | +| [Bureau of Transportation Statistics](https://www.bts.gov/content/average-age-automobiles-and-trucks-operation-united-states) - USA (2024) | 14 | | | | +| [Department for Transport & Ricardo](https://assets.publishing.service.gov.uk/media/623b0fb28fa8f540f3202c12/lifecycle-analysis-of-UK-road-vehicles.pdf) - UK (2024) | 14 | | | | +| [FordAV](https://www.fordav.com/solutions/lifecycle-of-av-systems/) - Global (N/A) | | | 10+ | | +| WW Assumption | 10 | 5 | 10 | 5 | ### Daily Usage -| Studies / Source | Car Audio (hours per day) | Portable Receiver (hours per day) | Hi-Fi (hours per day) | Alarm Clock Radio & Docking Station (hours per day) | -| --- | --- | --- | --- | --- | -| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 0.75 | 2 | 2 | 2 | -| [ICT Impact](https://susproc.jrc.ec.europa.eu/product-bureau/sites/default/files/2020-11/IA_report-ICT_study_final_2020_(CIRCABC).pdf) - Europe (2020) | | 2 | 2 | 2 | -| [EBU Audio in Cars](https://www.worlddab.org/files/document/file/4868/2.2_2023-06-21_150623_Automotive_WorldDAB_Matthieu_Rawolle_updated_v_for_WDAB_upload.pdf?1687340460) - Europe (2022) | 0.5 | | | | -| [Rajar All Radio Listening](https://www.rajar.co.uk/docs/news/RAJAR_DataRelease_InfographicQ12024.pdf) - UK (2024) | 0.73 (20.5 hours per week, 25% in car) | | | | -| [Edison Research Share of Ear](https://www.edisonresearch.com/wp-content/uploads/2023/04/Gen-Z-In-Car-Audio-NAB-2023-1.pdf) - USA (2022) | 0.6 (1 hour and 3 min daily audio in car from which 59% is AM/FM) | | | | -| WW Assumption | 0.75 | 2 | 2 | 2 | +| Studies / Source | Car Audio (hours per day) | Portable Receiver (hours per day) | Hi-Fi (hours per day) | Alarm Clock Radio & Docking Station (hours per day) | +| ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ----------------------------------------------------------------- | --------------------------------- | --------------------- | --------------------------------------------------- | +| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 0.75 | 2 | 2 | 2 | +| [ICT Impact]() - Europe (2020) | | 2 | 2 | 2 | +| [EBU Audio in Cars](https://www.worlddab.org/files/document/file/4868/2.2_2023-06-21_150623_Automotive_WorldDAB_Matthieu_Rawolle_updated_v_for_WDAB_upload.pdf?1687340460) - Europe (2022) | 0.5 | | | | +| [Rajar All Radio Listening](https://www.rajar.co.uk/docs/news/RAJAR_DataRelease_InfographicQ12024.pdf) - UK (2024) | 0.73 (20.5 hours per week, 25% in car) | | | | +| [Edison Research Share of Ear](https://www.edisonresearch.com/wp-content/uploads/2023/04/Gen-Z-In-Car-Audio-NAB-2023-1.pdf) - USA (2022) | 0.6 (1 hour and 3 min daily audio in car from which 59% is AM/FM) | | | | +| WW Assumption | 0.75 | 2 | 2 | 2 | ### Embodied Emissions -| Studies / Source | Car Audio (kgCO2e) | Portable Receiver (kgCO2e) | Hi-Fi (kgCO2e) | Alarm Clock Radio & Docking Station (kgCO2e) | -| --- | --- | --- | --- | --- | -| Derived from [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) LCAs | 3.62E+01 | 1.66E+01 | 3.62E+01 | 1.66E+01 | -| WW Assumption | 3.62E+01 | 1.66E+01 | 3.62E+01 | 1.66E+01 | +| Studies / Source | Car Audio (kgCO2e) | Portable Receiver (kgCO2e) | Hi-Fi (kgCO2e) | Alarm Clock Radio & Docking Station (kgCO2e) | +| ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ------------------ | -------------------------- | -------------- | -------------------------------------------- | +| Derived from [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) LCAs | 3.62E+01 | 1.66E+01 | 3.62E+01 | 1.66E+01 | +| WW Assumption | 3.62E+01 | 1.66E+01 | 3.62E+01 | 1.66E+01 | ### Use Emissions -| Energy Consumption and Electricity Source | Car Audio (W) | Portable Receiver (W) | Hi-Fi (W) | Alarm Clock Radio & Docking Station (W) | -| --- | --- | --- | --- | --- | -| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 38 (diesel) | 4.8 (grid) | 38 (grid) | 4.8 (grid) | -| [Intertek](https://assets.publishing.service.gov.uk/media/5a7c7d0940f0b62aff6c2062/DRAP_Future_Energy_Report.pdf) - UK (2013) | | 4.69 (grid) | | | -| WW Assumption | 38 (diesel) - conservative | 4.8 (grid) | 38 (grid) | 4.8 (grid) | +| Energy Consumption and Electricity Source | Car Audio (W) | Portable Receiver (W) | Hi-Fi (W) | Alarm Clock Radio & Docking Station (W) | +| ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------- | --------------------- | --------- | --------------------------------------- | +| [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) - France (2024) | 38 (diesel) | 4.8 (grid) | 38 (grid) | 4.8 (grid) | +| [Intertek](https://assets.publishing.service.gov.uk/media/5a7c7d0940f0b62aff6c2062/DRAP_Future_Energy_Report.pdf) - UK (2013) | | 4.69 (grid) | | | +| WW Assumption | 38 (diesel) - conservative | 4.8 (grid) | 38 (grid) | 4.8 (grid) | For the usage phase of Car Audio, we use the [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) approach considering the power consumption of a car radio to be equal to that of Hi-Fi systems, at 38 Wh/h. Using a thermal engine efficiency of 40%, an alternator efficiency of 80%, and an energy content of 8.9 kWh per liter of fuel, the volume of fuel required for the operation of the car radio over a given period of time is calculated. @@ -160,34 +168,34 @@ We calculate that supplying 38W of electricity requires `118.75W` from a diesel ### Linear Radio Consumption Distribution by Device -| Market | Car Audio | Portable Receiver | Hi-Fi | Alarm Clock Radio & Docking Station | Source | -| --- | --- | --- | --- | --- | --- | -| FR | 43% | 22% | 17.5% | 17.5% | [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) p.111 Sankey Diagram | -| US | dominant (50-60%) | | | | [Edison Research - Share of Ear](https://www.mediajobsreport.com/articles/am-fm-radio-dominates-in-car-listening-new-edison-%E2%80%98share-of-ear%E2%80%99-analysis-finds) | -| UK | 62% | | | | [Ofcom Audio Survey 2025](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/multi-sector/media-nations/2025/media-nations-2025-uk-report.pdf?v=401287) (p93) indicates share of ears by location | -| AU | ~40+% | | | | [GfK Australian Share of Audio 2022](https://47012339.fs1.hubspotusercontent-ap1.net/hubfs/47012339/Insights/GfK_SOA_COMMERCIAL_External_VER02_300123-Final.pdf) p.20 | -| WW Suggestion | 50% | 25% | 12.5% | 12.5% | | +| Market | Car Audio | Portable Receiver | Hi-Fi | Alarm Clock Radio & Docking Station | Source | +| ------------- | ----------------- | ----------------- | ----- | ----------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | +| FR | 43% | 22% | 17.5% | 17.5% | [ADEME ARCEP](https://www.editionmultimedia.fr/wp-content/uploads/2024/10/Rapport-Arcom-Arcep-Ademe-Impact-environnemental-2022-2030-de-laudiovisuel-07-10-24.pdf) p.111 Sankey Diagram | +| US | dominant (50-60%) | | | | [Edison Research - Share of Ear](https://www.mediajobsreport.com/articles/am-fm-radio-dominates-in-car-listening-new-edison-%E2%80%98share-of-ear%E2%80%99-analysis-finds) | +| UK | 62% | | | | [Ofcom Audio Survey 2025](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/multi-sector/media-nations/2025/media-nations-2025-uk-report.pdf?v=401287) (p93) indicates share of ears by location | +| AU | ~40+% | | | | [GfK Australian Share of Audio 2022](https://47012339.fs1.hubspotusercontent-ap1.net/hubfs/47012339/Insights/GfK_SOA_COMMERCIAL_External_VER02_300123-Final.pdf) p.20 | +| WW Suggestion | 50% | 25% | 12.5% | 12.5% | | ### Synthetic Radio Device Profile -| Device | Lifespan (years) | Daily Usage (hours) | Total Hours | Total Embodied Emissions (kgCO2e) | Embodied Emissions per s (gCO2e) | Energy consumption per s (W) | Use Emissions per s (gCO2e) | Distribution | -| ----------------- | --- | --- | --- | --- | --- | --- | --- | --- | -| Car Audio. | 10 | 0.75 | 2700 (10*360*0.75) | 3,62E+01 | 3,72E-03 (3,62E+01 / (2700 * 3600)*1000) | 38 | 0.01 (0.036 kgCO2e per hour) | 50% | -| Portable Receiver | 5 | 2 | 3600 | 1,66E+01 | 1,28E-03 | 4.8 | electricity grid EF | 25% | -| Hi-Fi | 10 | 2 | 7200 | 3,62E+01 | 1,40E-03 | 38 | electricity grid EF | 12.5% | -| Alarm Clock Radio & Docking Station | 5 | 2 | 3600 | 1,66E+01 | 1,28E-03 | 4.8 | electricity grid EF | 12.5% | -| **Synthetic Radio Device** | 8.125 | 1.375 | 3600 | 2.88E+01 | 0.002514375 | 6.55 (excl. car audio) | | | +| Device | Lifespan (years) | Daily Usage (hours) | Total Hours | Total Embodied Emissions (kgCO2e) | Embodied Emissions per s (gCO2e) | Energy consumption per s (W) | Use Emissions per s (gCO2e) | Distribution | +| ----------------------------------- | ---------------- | ------------------- | ------------------ | --------------------------------- | ---------------------------------------- | ---------------------------- | ---------------------------- | ------------ | +| Car Audio. | 10 | 0.75 | 2700 (10*360*0.75) | 3,62E+01 | 3,72E-03 (3,62E+01 / (2700 * 3600)*1000) | 38 | 0.01 (0.036 kgCO2e per hour) | 50% | +| Portable Receiver | 5 | 2 | 3600 | 1,66E+01 | 1,28E-03 | 4.8 | electricity grid EF | 25% | +| Hi-Fi | 10 | 2 | 7200 | 3,62E+01 | 1,40E-03 | 38 | electricity grid EF | 12.5% | +| Alarm Clock Radio & Docking Station | 5 | 2 | 3600 | 1,66E+01 | 1,28E-03 | 4.8 | electricity grid EF | 12.5% | +| **Synthetic Radio Device** | 8.125 | 1.375 | 3600 | 2.88E+01 | 0.002514375 | 6.55 (excl. car audio) | | | ## Summary -| Device | Power Draw (W) | PEPS (gCO2e/s) | -| ----------------- | ------------------ | -------------- | -| Personal computer | 53.2 | 0.007 | -| Tablet | 3 | 0.0029 | -| Smartphone | 0.77 | 0.0058 | -| TV System | 87.4 | 0.0096 | -| Smart Speaker | 2.5 | 0.0061 | -| Radio | 6.55 (excl. in-car)| 0.0025 | +| Device | Power Draw (W) | PEPS (gCO2e/s) | +| ----------------- | ------------------- | -------------- | +| Personal computer | 53.2 | 0.007 | +| Tablet | 3 | 0.0029 | +| Smartphone | 0.77 | 0.0058 | +| TV System | 87.4 | 0.0096 | +| Smart Speaker | 2.5 | 0.0061 | +| Radio | 6.55 (excl. in-car) | 0.0025 | ## Notes and Caveats diff --git a/docs/creative.mdx b/docs/creative.mdx index 21174b5..efa483c 100644 --- a/docs/creative.mdx +++ b/docs/creative.mdx @@ -28,22 +28,32 @@ To determine consumer device emissions we need to know whether the ad controls t - For a full screen or primary placement ad(standard TV/radio commercial, etc) the energy used by the consumer device during the display of the creative is determined by multiplying the duration of the creative by the energy use of the consumer device. -- For an ad that is not full screen that is embedded in content- for instance, a banner ad on a web site, an autoplaying out-stream video, or a sponsored post in a social news feed - the energy use should be proportionate to the percentage of the consumer device used by the creative and the average time that the placement is in view. We assume a default of 6 seconds as the average time an embedded ad is in view. +- For an ad that is not full screen that is embedded in content- for instance, a banner ad on a web site, an autoplaying out-stream video, or a sponsored post in a social news feed - the energy use should be proportionate to the percentage of the consumer device used by the creative and the average time that the placement is in view. We align with GMSF 1.2 and assume a default of 3 seconds as the average time an embedded ad is in view. The time the ad is on the device multiplied by the percentage of the screen/device used by the creative is `device coverage-seconds`. The embodied emissions for the delivery of the creative are `(device coverage-seconds) x (embodied emissions per second)` and the usage emissions are `(device coverage-seconds) x (energy per second)`. See [consumer device methodology](./consumer_devices) for details on the per-device calculations. -For instance, a 30 second video ad played on a television will use 0.73 Wh of energy and an allocation of 0.63 gCO2e from the production of the television. A split-screen ad using half the screen would use half the energy and production emissions. +For instance, a 30 second video ad played on a television will use 1.14 Wh of energy and an allocation of 0.26 gCO2e from the production of the television. A split-screen ad using half the screen would use half the energy and production emissions. Format notes: - We consider out-of-home media to have no consumer device emissions because a consumer device is not required to view the creative - For dynamic display environments like a website where a banner may use only a fraction of the screen and be viewable for a variable duration, the ideal measurement would use `placement size / screen size x time in view`. -### Data Transfer Emissions +### Tech Manipulation / Physical Production Emissions + +For digital channels we model the emissions related to the storage of creative materials (also called the master bundle). We use emission factors per type of storage from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf), along with assumptions to allocate these emissions per impression: + +- the average distribution per storage type, +- the default impressions per creative, +- a default multiplier to estimate the required storage space based on the delivered creative size. + +See the [Creative Storage Defaults](./calculations#creative-storage-defaults) for more details and the associated [calculations](./calculations#tech-manipulation-creative-storage). + +For OOH and Print channels we model the emissions from the physical production of the ad material. -For CTV, where the creative is typically inserted into the video stream, we use a slightly modified version of the the Carbon Trust "Power Model" to calculate emissions as described in the [data transfer methodology](./data_transfer). This uses the duration, network type, and device type to calculate the marginal impact of the creative on network infrastructure. +### Data Transfer Emissions -For all other channels, we use the conventional model based on the payload of a creative (the number of bytes transferred to display the ad). We calculate the energy used per GB from the [data transfer methodology](./data_transfer) based on the network type. +For all channels, we use the conventional model based on the payload of a creative (the number of bytes transferred to display the ad). We calculate the energy used per GB from the [data transfer methodology](./data_transfer) based on the network type. A modeled ad format consists of: @@ -53,12 +63,21 @@ A modeled ad format consists of: - Additional Static assets: HTML, fonts, Javascript and CSS, SDK compiled code, and AR overlays. Does not include any advertiser-provided tags, trackers, or images/videos that were previously added. -Some video players will stream video content, buffering a few seconds ahead of the user's position. We model streaming players using `min(placement average view time + buffer, duration) x min(default bitrate`. For instance, a 15s creative delivered through a streaming player that buffers 2s into a placement with 6s of average view time would be the equivalent of an 8s non-streaming creative. +Some video players will stream video content, buffering a few seconds ahead of the user's position. We model streaming players using `min(placement average view time + buffer, duration) x min(default bitrate)`. For instance, a 15s creative delivered through a streaming player that buffers 2s into a placement with 6s of average view time would be the equivalent of an 8s non-streaming creative. When the out-stream video player is unknown, Scope3 will apply a non-buffering default player, and the full duration of the video format will be recognized for data transfer. The total data transfer from a creative can be calculated as `static assets + video assets`. +### Ad Platform Emissions + +For digital channels, we calculate Ad Platform emissions corresponding to the Ad Serving and Measurement processes. See the [defaults](./calculations#ad-platform-defaults) and associated [calculations](./calculations#creative-delivery-platform) used. + +By default, we apply the emission factors from [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf), which evaluate Ad Serving from a CDN/Edge Node. These emission factors are expressed per unit of data transferred from a creative. + +- Use-phase energy intensity of transferring 1MB from an edge node: 4.30E-07 kWh / MB +- Embodied emissions intensity of transferring 1MB from an edge node: 5.88E-07 kgCO2e / MB + ### Vendor Emissions Measurement and verification vendors are considered to be part of the creative delivery of a format and not the ad format itself, so have been omitted from the modeling of custom ad formats. diff --git a/docs/data_transfer.mdx b/docs/data_transfer.mdx index e405d9a..77c05ac 100644 --- a/docs/data_transfer.mdx +++ b/docs/data_transfer.mdx @@ -31,22 +31,38 @@ These bottom-up numbers indicate that the majority of emissions from broadband u - Greenspector has a highly detailed analysis of the impact of data transfer [here](https://greenspector.com/en/what-impact-does-the-network-have-on-digital-services/). - Malmodin J, Lundén D. [The Energy and Carbon Footprint of the Global ICT and E&M Sectors 2010–2015](https://doi.org/10.3390/su10093027). Sustainability. 2018; 10(9):3027. -## Power usage by bandwidth (Conventional Model) +## Power usage and embodied emissions by bandwidth (Conventional Model) -The ideal data source would factor in: +We apply the conventional model to all channels. -- Relative use of fixed connections, 3G, 4G, and 5G on a per-country basis -- The exponential growth of data use, ideally split between streaming and non-streaming use cases +The [GMSF 1.2](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf), the latest "official" industry source, uses ADEME emission factors based on a this [study on the environmental footprint of French ISPs](https://librairie.ademe.fr/industrie-et-production-durable/6789-evaluation-de-l-empreinte-environnementale-de-la-fourniture-d-acces-a-internet-en-france.html#product-presentation). Although based on primary and recent data (2023) the values are unfortunately not time-adjusted or adapted to different markets. -The [SRI methodology](https://www.sri-france.org/wp-content/uploads/2023/06/SRI_Calculating-the-carbon-footprint_V2.pdf) (the latest "official" industry source) uses ADEME/Negaoctet calculations based on 2020 data in France, though unfortunately are not time-adjusted or adapted to different markets. +The initial ADEME work considers two components to calculate network-related electricity consumption for both fixed and mobile networks: + +- Component `a` (dynamic): models the consumption of the network infrastructure per amount of transferred data, expressed in kWh per MB. +- Component `b` (static): models the consumption of the network infrastructure per user. + +To derive a conversion factor per unit of data transferred that combines the two components, the GMSF makes some assumptions regarding the average bandwidth: + +- 2.88 GB per hour for fixed networks (from the [Carbon Trust](https://ctprodstorageaccountp.blob.core.windows.net/prod-drupal-files/documents/resource/public/Carbon-impact-of-video-streaming.pdf) study) +- 2.19 GB per hour for mobile networks (from Greenspector) + +The same approach is applied for embodied emissions. The resulting conventional model uses the following emission factors: + +| Emission factor | Unit | Value | +| ------------------------------------------ | ------------- | ---------- | +| Electricity consumption of mobile networks | kWh per MB | 0.000117 | +| Embodied emissions of mobile networks | kgCO2e per MB | 0.0000087 | +| Electricity consumption of fixed networks | kWh per MB | 0.0000165 | +| Embodied emissions of fixed networks | kgCO2e per MB | 0.00000214 | ## Power usage by time and bandwidth (Power Model) +**Note**: We have deprecated the use of the Power Model to align with GMSF 1.2. The information below is valid only for CTV‑BVOD and OLV measurements conducted before October 2025. + Per [Carbon Trust](https://ctprodstorageaccountp.blob.core.windows.net/prod-drupal-files/documents/resource/public/Carbon-impact-of-video-streaming.pdf): -This white paper also presents a power model approach, which uses a marginal allocation methodology, where a baseload power is allocated per user, and a marginal energy component is allocated related to the data volume used. The power model approach recognises that the dynamic relation of energy to data volume in a network is very flat – i.e. there is a high fixed power baseload which does not vary in relation to the data volume, with -only a small increase in power consumption in response -to the data consumption. +This white paper presents a power model approach, which uses a marginal allocation methodology, where a baseload power is allocated per user, and a marginal energy component is allocated related to the data volume used. The power model approach recognises that the dynamic relation of energy to data volume in a network is very flat – i.e. there is a high fixed power baseload which does not vary in relation to the data volume, with only a small increase in power consumption in response to the data consumption. ### Fixed Network @@ -78,10 +94,6 @@ We use the same numbers as Carbon Trust Mobile Network Energy (Amn) = 1.2W + 1.53W/Mbps ``` -## Data transfer embodied emissions - -The [SRI methodology](https://www.sri-france.org/wp-content/uploads/2023/06/SRI_Calculating-the-carbon-footprint_V2.pdf) includes embodied emissions data from ADEME/Negaoctet, which seem reasonable. - ## Handling unknown networks -The SRI methodology suggests a ratio of 90% fixed to 10% mobile. However, this ratio is not representative globally. The ITU publishes [research](https://datahub.itu.int) on fixed and mobile traffic by country. This indicates that for 2022 the weighted average of global traffic was 23.6% mobile. However, this research notably omits the US which is likely similar to other advanced economies in the 5% range, so we have added this to the dataset as an estimate (along with the 10% France number for SRI consistency). +The SRI methodology suggests a ratio of 90% fixed to 10% mobile. However, this ratio is not representative globally. The ITU publishes [research](https://datahub.itu.int) on fixed and mobile traffic by country. However, this dataset notably omits the US which is likely similar to other advanced economies in the 5% range, so we have added this to the dataset as an estimate. diff --git a/docs/lifecycle.mdx b/docs/lifecycle.mdx index 09efb27..04cb303 100644 --- a/docs/lifecycle.mdx +++ b/docs/lifecycle.mdx @@ -32,20 +32,21 @@ We have seen three well-documented methodologies for the use phase of media and - [DIMPACT](https://dimpact.org/publications) - [SRI](https://www.sri-france.org/wp-content/uploads/2021/11/SRI_Calculating-the-carbon-footprint_VF.pdf) -- [GroupM](https://www.groupm.com/media-decarbonization-framework-groupm/) +- [GroupM](https://www.wpp.com/en/-/media/project/wpp/images/sustainability/media-decarbonisation/groupm_mediadecarb_jul15.pdf) +- [GMSF](https://adnetzero.com/wp-content/uploads/2025/06/GlobalMediaSustainabilityFrameworkV1.2.pdf) ### Life cycle boundaries by methodology -| Topic | DIMPACT | SRI | GroupM | -| --------------------- | ------- | --- | ------ | -| Media distribution | Yes | No | Yes | -| Ad selection | No | Yes | Yes | -| Creative distribution | Yes | Yes | No | -| Disposal | N/a | N/a | No | +| Topic | DIMPACT | SRI | GroupM | GMSF | +| --------------------- | ------- | --- | ------ | ---- | +| Media distribution | Yes | No | Yes | No | +| Ad selection | No | Yes | Yes | Yes | +| Creative distribution | Yes | Yes | No | Yes | +| Disposal | N/a | N/a | No | Yes | ### Channels covered -DIMPACT and SRI are digital-only. The GroupM methodology includes both digital and broadcast channels, including TV, OOH, cinema, and radio. +DIMPACT and SRI are digital-only. The GroupM and GMSF methodology includes both digital and broadcast channels, including TV, OOH, cinema, and radio. ### Inclusion of embodied emissions @@ -54,11 +55,11 @@ Another key dimension to evaluate methodologies is whether they incorporate embo As an example from the SRI methodology: ![SRI scope by emissions phase](images/sri_phases.png) -| Topic | DIMPACT | SRI | GroupM | -| ---------------------------------------------------- | ------- | --- | ------ | -| Requires embodied emissions for consumer device | No | Yes | Yes | -| Requires embodied emissions for servers | No | No | Yes | -| Requires embodied emissions for networking equipment | No | No | Yes | +| Topic | DIMPACT | SRI | GroupM | GMSF | +| ---------------------------------------------------- | ------- | --- | ------ | ---- | +| Requires embodied emissions for consumer device | No | Yes | No | Yes | +| Requires embodied emissions for servers | No | No | Yes | Yes | +| Requires embodied emissions for networking equipment | No | No | Yes | Yes | ### Scope 2 / Electricity @@ -68,9 +69,9 @@ The GHG Protocol provides two methods for tracking Scope 2 emissions: the market - The location-based method: calculates emissions based on the emissions intensity of the local grid area where the electricity usage occurs. -| Topic | DIMPACT | SRI | GroupM | -| --------------------------------- | ----------- | --- | ----------- | -| Requires location-based emissions | Recommended | No | Recommended | +| Topic | DIMPACT | SRI | GroupM | GMSF | +| --------------------------------- | ----------- | --- | ----------- | ----------- | +| Requires location-based emissions | Recommended | No | Recommended | Recommended | ### Ad Tech Supply Chain @@ -78,11 +79,11 @@ The ad tech supply chain is a critical component to understand emissions from me DIMPACT is omitted as its methodology does not currently include ad selection. -| Topic | SRI | GroupM | -| ---------------------------------------------------------- | ----------- | ----------- | -| Includes emissions from programmatic vendors | Yes | Yes | -| Includes emissions from data and identity providers | Unspecified | Unspecified | -| Includes emissions from technology embedded into creatives | Unspecified | Unspecified | +| Topic | SRI | GroupM | GMSF | +| ---------------------------------------------------------- | ----------- | ----------- | ----------- | +| Includes emissions from programmatic vendors | Yes | Yes | Yes | +| Includes emissions from data and identity providers | Unspecified | Unspecified | Unspecified | +| Includes emissions from technology embedded into creatives | Unspecified | Unspecified | Yes | ### Grid allocation diff --git a/docs/snippets/defaults_creative_storage.mdx b/docs/snippets/defaults_creative_storage.mdx index 844978c..d6dcdae 100644 --- a/docs/snippets/defaults_creative_storage.mdx +++ b/docs/snippets/defaults_creative_storage.mdx @@ -12,10 +12,24 @@ default_storage_usage_pct: solid_state_drive: 20 creative_raw_asset_size_factor_by_channel: app: 20 + ctv-bvod: 50 + digital-audio: 5 + dooh: 5 + linear-tv: 50 + search: 0 + social: 20 streaming-video: 20 + traditional-radio: 5 web: 20 creative_work_iterations_factor_by_channel: app: 1 + ctv-bvod: 1 + digital-audio: 1 + dooh: 1 + linear-tv: 1 + search: 1 + social: 1 streaming-video: 1 + traditional-radio: 1 web: 1 ```