The integration of carbon emissions data into the XRIQ platform will allow users to measure, manage and reduce the carbon impact of their digital advertising.

A single digital ad campaign can generate approximately 70 tons of CO₂, which is equivalent to the annual carbon footprint of seven individuals, and some estimates suggest digital advertising could account for up to 2% of global emissions.

The XR platform will integrate emissions data directly into the creative workflow, providing insights into the carbon footprint of digital assets across any platform or screen.

Brands can also analyse emissions by campaign, platform and geography to meet environmental key performance indicators and align with the Global Media Sustainability Framework.

Scope3 and XR are working on an expansion into linear TV, broadening the industry’s ability to measure and reduce its environmental impact across all screens.

Emma Horton, director of impact at XR, said: “Our partnership with Scope3 brings unprecedented transparency to the creative workflow, enabling brands to make more sustainable choices.

“Data intelligence allows us to better understand the environmental impact of digital advertising and equip brands with the insights needed to measure and reduce their carbon footprint. This marks a critical step in reducing waste throughout the creative life cycle and driving meaningful impact on a global scale.”

Harvin Gupta, head of commercial partnerships at Scope3, said: “Partnerships like this are essential for driving meaningful progress in the advertising industry.

“By combining XR’s expertise in ad content delivery with Scope3’s emissions model, we’re equipping brands with the tools to measure and understand their carbon footprint in real-time, empowering the industry to make significant strides toward decarbonisation.”