Detailed walkthrough of calculations
Entity Definitions
Channels
| Channel | Description |
|---|---|
web | Website that is not primarily social or CTV |
app | Mobile app that is not primarily social or CTV |
social | A social platform (Snapchat, Facebook, etc) |
ctv-bvod | A TV-like streaming platform |
streaming-video | Website or app with online video content |
digital-audio | Audio content (podcasts, streaming music) |
dooh | Digital out of home - billboards, transit, etc |
search | A Search engine (Google, Bing, etc) |
linear-tv | Scheduled broadcast or cable television |
traditional-radio | Scheduled audio broadcast |
Device Types
| Device type | Description |
|---|---|
phone | A phone |
tablet | A tablet |
pc | A pc with a monitor or a laptop |
tv | A TV |
smart-speaker | A smart speaker - Amazon Echo or equivalent |
Network Types
| Network type | Description |
|---|---|
mobile | A mobile network (3G/4G/5G) |
fixed | A fixed network (broadband) |
Video Player
| Field | Description |
|---|---|
size_bytes | Size of the javascript/html for a video player if present |
buffering_seconds | Video player buffering - if player preloads content, leave blank |
download_trigger | What starts the content download - impression, view (ie lazy load), play |
Ad Format
| Field | Description |
|---|---|
rendered_width_pixels | Width of the creative when rendered. Leave blank for responsive (will assume screen width) |
rendered_height_pixels | Height of the creative when rendered. Leave blank for responsive (will assume screen height) |
image_sizes | Array of image dimensions (eg ["300x250", "70x70"]) |
audio_duration_seconds | Audio duration (if applicable) |
video_duration_seconds | Video duration (if applicable) |
video_player | Video player used to render video (if applicable) |
other_assets_bytes | Metadata, text, html, etc |
ad_platforms | Ad serving, verification, and measurement ad platforms wrapping or embedded in the ad format |
Sample Ad Formats:
300x250 programmatic bannerProperty
| Field | Description |
|---|---|
channels | The channel(s) of this property |
average_seconds_per_session_excluding_ads | The average length of a session on this property excluding ads (eg 44 min of a 60 min TV show) |
average_imps_per_session | The average number of impressions per session |
average_data_kb_per_session_excluding_ads | The average number of KB transferred during a session excluding ads |
video_bitrate_kbps | The average bitrate for a CTV-BVOD property (e.g. 4200 kbps) |
ad_funded_percentage | 0-100 The percentage of content funded by advertising (eg 50) |
allocated_adjusted_corporate_emissions_kgco2e | This property’s share of corporate emissions |
total_sessions | Number of sessions in the same time period as corporate emissions |
organization_model_quality | Parent organization model quality (1-5) |
model_quality | Model quality (1-5) |
Ad Platform
| Field | Description |
|---|---|
emissions_per_creative_request_per_geo_gco2_per_imp | Adjusted, allocated emissions per creative request by continent (NAMER, LATAM, EMEA, JAPAC) |
usage_emissions_per_bid_request_per_geo_gco2_per_imp | Adjusted, allocated emissions per bid request by continent (NAMER, LATAM, EMEA, JAPAC) |
usage_emissions_per_rtdp_request_per_geo_gco2_per_imp | Adjusted, allocated emissions per rtdp request by continent (NAMER, LATAM, EMEA, JAPAC) |
bidders | Array of ad platforms that are sent bid requests |
real_time_data_providers | Array of ad platforms that are sent real-time data requests (not propagated) |
distribution_rate_by_bidder_by_country | Traffic shaping data for each bidder by country (eg 'xandr.com', 'US', 0.58) |
average_bid_request_size | Average size of a client-side bid request |
sends_client_side_requests | Does this platform send client-side bid requests (eg prebid client) |
model_quality | Model quality (1-5) |
Placement
| Field | Description |
|---|---|
ad_platforms | The ad platforms called by this placement |
Delivery Row
| Field | Description |
|---|---|
impressions | The number of impressions counted (required for all channels other than DOOH) |
views | The number of views counted |
plays | The number of plays (required for DOOH) |
utc_datetime | Date and time, in UTC, when impressions were delivered |
country | The country where the impression was delivered |
region | The region of the country where the impression was delivered |
channel | See channels |
device_type | See device types |
network_type | See network types |
property | See property |
creative_ad_format | Either a basic or vendor-provided ad format |
creative_ad_platforms | Ad serving, verification, and measurement ad platforms wrapping or embedded in the creative |
creative_total_image_data_transfer_bytes | Total bytes for the data transfer for the image itself for all impressions, ideally measured by the CDN |
creative_image_sizes | Array of image sizes included in the creative |
creative_total_audio_data_transfer_bytes | Total bytes for the data transfer for the core audio asset for all impressions, ideally measured by the CDN |
creative_audio_duration_seconds | Average audio duration in seconds for a single impression |
creative_total_video_data_transfer_bytes | Total bytes for the data transfer for the core video asset for all loads, ideally measured by the CDN |
creative_video_vast_bytes | Average size of VAST/VPAID wrapper for the video in bytes for a single load |
creative_video_bitrate_kbps | Video bitrate as delivered in kilobits per second |
creative_video_size_bytes | Average video size as delivered in bytes for a single load |
creative_video_duration_seconds | Video duration in seconds |
creative_video_view_time_seconds | Average time, in seconds, that a video is viewed |
creative_video_view_rate | Average percentage of a video that is viewed |
creative_time_in_view_seconds | Time that the creative was visible on the device |
creative_is_3p_served | Is the ad format served by a third party ad server |
Defaults
Conventional model data transfer by network type
The Scope3 values below are from GMSF 1.2. SRI values from SRIxAD database 2.1, original source ADEME_220830_v1.4 (now considered outdated).Power model data transfer by network type
From Carbon impact of video streaming (Carbon Trust), Table 5; and calculated hereMobile to fixed ratios by country
From ITU Data Hub (2024 data), these ratios do not apply to TV and Smart Speakers for which a specificdefault_percent_mobile_by_device_type is set.
Video player characteristics
Default video player size from GMSF 1.2Media size
Based on YouTube recommendations, WikipediaDevice size
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.Device energy use and embodied emissions
See Consumer DevicesTime in view for non-video ads
Default in view time from GMSF 1.2Ad platform defaults
Observations from various channels and CDN / Edge Node emission factors from GMSF 1.2Channel and device type mappings
The default ad formats for the Web and App channels are based on the GMSF 1.2 defaults for creative payload.Broadcasting defaults
Creative storage defaults
Emission factors from GMSF 1.2, 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
Carbon intensity by country, region, and UTC Date/Time
Providers should clearly and publicly document:- Which data provider is used for carbon intensity data (for instance, WattTime or ElectricityMaps)
- What carbon intensity metric is used (marginal vs average)
lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime) should look up the carbon intensity in gCO2e based on 100-year global warming potential (GWP100) from a database at no less than hourly granularity.
lookup_carbon_intensity_quality(country, region) should return the quality of the underlying grid mix data on a scale of 1-5 per Model Quality.