Sustainable Growth in CTV Advertising

Scope3, an ad verification and sustainability technology provider, has published a new framework outlining how brands can grow spend in Connected TV (CTV) while maintaining environmental responsibility. The report, “Unlocking Sustainable Growth in CTV Advertising,” addresses one of digital media’s core tension points: scaling high-impact campaigns without multiplying carbon footprints.  

Key Themes & Takeaways 

1. Carbon-Efficient Media Planning
   Scope3 recommends incorporating emissions footprint metrics into media plan optimization—prioritizing high-impact placements with lower carbon cost per impression. 
2. Measurement beyond Impressions
   The paper argues for expanding KPIs to include “carbon ROI” (i.e. reach or conversions per kg CO₂) and pushing platforms to expose cleaner supply chain options. 
3. Partnering for Cleaner Supply Chains
   Platforms, publishers, and DSPs are urged to adopt greener infrastructure – e.g. renewable energy in data centres, carbon offset programs, and supply chain audits. 
4. Transparency & Accountability
   Auditable carbon reporting should become standard in media contracts, enabling clients to evaluate carbon impact alongside traditional media metrics. 

Why It Matters for Pharma Media 

The health and life sciences sector is under increasing scrutiny regarding sustainability, both in operations and in messaging. CTV is becoming a critical channel in pharma marketing, especially for disease education and awareness campaigns. In this context: