Published by Jessica Weisman-Pitts
Posted on June 8, 2023
4 min readLast updated: February 1, 2026
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New tool tracks the carbon cost of digital advertising across the funnel – enabling marketers to target high attention/low carbon inventory
New tool tracks the carbon cost of digital advertising across the funnel – enabling marketers to target high attention/low carbon inventory
London, UK: 8th June 2023 – Lumen Research, the global attention technology company, is today announcing the launch of a new carbon measurement tool with Scope3, the end to-end emissions measurement company for the media and advertising supply chain, in order to create a powerful way to track the carbon cost of digital advertising across the funnel and allow advertisers to target high attention/low carbon ad inventory.
The new solution will enable advertisers and agencies to combine impression-level attention estimates provided by the Lumen measurement tag with carbon emissions estimates from Scope3. By integrating Scope3’s powerful website and delivery emissions data into the Lumen Attention Measurement Platform (LAMP), Lumen can now offer a clear view of the environmental impact of every ad campaign in comparison to the overall attention generated.
The combination of the two company’s datasets enables advertisers and their agencies to identify high attention/low carbon ad inventory – boosting business impact while reducing the carbon footprint of a campaign.
“Unseen ads are yet another example of waste in the ad ecosystem. They don’t drive marketer outcomes, but they pollute the atmosphere just the same,” says Brian O’Kelley, co-founder and CEO, Scope3. “Combining carbon measurement data with attention estimates presents a clear opportunity for advertisers. Using Scope3 and Lumen data to identify high attention and low carbon ad inventory advertisers can reduce waste and drive better campaign results while lessening their impact on the planet.”
The LAMP Dashboard reports in real time the carbon per impression, carbon per attentive impression, and carbon per recalled impressions all in one easy-to-use screen alongside total carbon emissions, attentive seconds, and more, helping measure the true ‘carbon cost of attention’ and shift budgets towards greener, more attentive inventory. Clients such as Havas Media Group have already seen the benefits of working together with Scope3 and Lumen.
“As the Meaningful Media Agency, Havas Media Group is committed to earning people’s attention and building meaningful connections with brands. Our proprietary data has demonstrated that better quality, high-attention media delivers better results for brands, and we are consistently working with partners to create metrics that can accurately assess the attention and quality of each media placement,” shared Jon Waite, Global Managing Director, Mx Development, Havas Media Group. “As stewards of our clients’ brands, we have a responsibility to deliver a holistic view of the impact of their marketing activities. The integration of Scope3’s carbon emissions dataset into the Lumen Attention Measurement Dashboard demonstrates the connection between attention and sustainability and allows us to optimize for media placements that deliver for brands, people, and the planet.”
“By integrating Scope3’s carbon emissions technology with the Lumen Attention Measurement Platform, we are enabling advertisers to better understand how to make climate-friendly and business-friendly decisions,” says Mike Follett, CEO of Lumen Research. “We’re hoping that this is the first step in a journey to make a low carbon, high attention, high impact internet.”
For more information:
Maryum Sheikh, Press Lead, The Digital Voice™
About Lumen:
Lumen is the leading attention technology company in the world, with large-scale attention panels in the US and the UK, and temporary panels across many other global markets. Lumen’s eye-tracking technology converts the webcam on a user’s phone or desktop computer into a high-quality eye-tracking camera, capturing not only what users could see, but also what they do in fact look at. Lumen’s eye-tracking panels are recruited to be nationally representative and fully GDPR compliant.
About Scope3:
Scope3 is on a mission to decarbonize media and advertising. For organizations seeking to make carbon-aware business decisions, Scope3 is the supply chain emissions data standard that delivers an accurate, comprehensive, and independent emissions model for every company in the digital ecosystem. Scope3 enables the industry-wide usage of Green Media Products (GMPs), or carbon-neutral media, by measuring emissions and managing the purchase of high-quality carbon removal contributions.
Carbon measurement refers to the process of quantifying the amount of carbon emissions produced by various activities, including advertising, to assess their environmental impact.
Digital advertising involves promoting products or services through online platforms, utilizing various formats such as display ads, social media ads, and search engine marketing.
Attention measurement is a technique used to assess how much attention an audience pays to advertisements, often using metrics like viewability and engagement.
Sustainable advertising focuses on promoting products and services in ways that minimize environmental impact, often by using eco-friendly practices and materials.
LAMP is a platform developed by Lumen Research that measures audience attention to advertisements, providing insights into how effectively ads capture viewer interest.
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