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
`audio`	Audio content (podcasts, streaming music)
`dooh`	Digital out of home - billboards, transit, etc

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 banner

image_sizes = ['300x250']
rendered_width_pixels = 300,
rendered_height_pixels = 250

30 second audio inserted into a podcast

audio_duration_seconds = 30

15 second outstream video

video_duration_seconds = 15;
video_player = 'default',
rendered_width_pixels = 500,
rendered_height_pixels = 400

Native product carousel

  image_sizes = ['400x400','400x400','400x400'],
  other_assets_bytes = 7321,
  rendered_height_pixels = 600,
  rendered_width_pixels = 450

Property

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)
`emissions_per_bid_request_per_geo_gco2_per_imp`	Adjusted, allocated emissions per bid request by continent (NAMER, LATAM, EMEA, JAPAC)
`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

From SRIxAD database 2.1, original source ADEME_220830_v1.4

default_usage_kwh_per_gb:
  scope3:
    fixed:  0.03
    mobile: 0.14
  sri:
    fixed:  0.0687
    mobile: 0.236
default_network_embodied_emissions_gco2e_per_kb:
  scope3:
    fixed:  0.00000443
    mobile: 0.00000797
  sri:
    fixed:  0.00000443
    mobile: 0.00000797

Power model data transfer by network type

From Carbon impact of video streaming (Carbon Trust), Table 5; and calculated here

default_baseload_watts:
  fixed:     9.55
  mobile:    1.2
default_dynamic_watts_per_mbps:
  fixed:    0.030
  mobile:    1.53

Mobile to fixed ratios by country

From ITU Data Hub (2022 data)

default_percent_mobile:
  scope3: 23.6
  sri:    10.0
default_percent_mobile_by_country:
  scope3:
    ZA: 30.945
    AO: 59.384
    AL: 15.375
    DZ: 27.683
    AD: 1.624
    AM: 8.904
    SA: 55.143
    AU: 11.427
    AT: 38.885
    AZ: 29.787
    BR: 11.294
    BS: 25.756
    BE: 4.46
    BJ: 99.73
    BD: 34.15
    BH: 46.29
    BY: 22.182
    BW: 42.206
    BT: 99.456
    BG: 9.644
    CA: 2.685
    CL: 16.549
    CN: 15.037
    CO: 55.086
    LK: 63.568
    CM: 23.455
    KM: 99.676
    CV: 26.441
    CI: 52.974
    CR: 8.896
    CU: 63.572
    CY: 7.472
    DE: 5.257
    DJ: 36.67
    DK: 12.428
    ES: 9.105
    EG: 14.608
    EC: 9.798
    ET: 45.337
    FI: 48.403
    GB: 5.12
    GH: 83.523
    GQ: 99.999
    GR: 9.203
    HK: 11.514
    HN: 51.493
    HU: 13.125
    HR: 23.663
    IT: 17.54
    IN: 70.092
    ID: 25.742
    IE: 14.068
    IR: 67.887
    IQ: 1.815
    IS: 14.286
    JP: 15.825
    JM: 2.789
    JO: 35.178
    KE: 36.757
    KR: 9.753
    KW: 87.288
    LI: 1.625
    LS: 68.523
    LV: 31.858
    MU: 11.724
    MC: 9.054
    MG: 45.951
    MX: 6.249
    MY: 45.208
    MV: 6.198
    MN: 39.596
    MA: 36.417
    MW: 98.678
    NI: 48.681
    NG: 99.252
    NZ: 3.535
    PF: 17.987
    OM: 15.759
    PK: 59.667
    PL: 11.498
    PT: 6.065
    QA: 18.195
    RO: 10.538
    RW: 33.068
    RU: 27.984
    SN: 61.616
    SC: 22.059
    SM: 7.767
    ST: 11.867
    CH: 17.121
    SI: 4.378
    CZ: 6.277
    TG: 17.266
    TH: 33.423
    TT: 6.831
    TN: 15.891
    TR: 18.092
    TZ: 98.33
    AE: 8.167
    UG: 93.327
    UY: 13.111
    UZ: 32.197
    VE: 7.724
    VN: 11.054
    VU: 80.578
    YE: 11.392
    RS: 16.372
    ZW: 33.026
    GE: 10.404
    KZ: 42.651
    KG: 74.85
    SK: 10.929
    MK: 9.11
    TW: 30.249
    ME: 16.701
    US: 5.0
    FR: 10.0

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_bytes: 192205
default_video_player_download_trigger:
  web:      'impression'
  app:      'impression'
  ctv-bvod: 'impression'
  streaming-video: 'impression'
  dooh:     'play'
  social:   'impression'

Media size

Based on YouTube recommendations, Wikipedia

default_image_compression_ratio:   10
default_non_primary_video_bitrate_kbps: 1200
default_video_bitrate_kbps:
  phone:           800
  tablet:          1000
  pc:              1200
  tv:              3690
default_audio_bitrate_kbps:
  phone:            160
  tablet:           160
  pc:               160
  tv:               160
  smart-speaker:    160

Device size

From common devices (Quad HD 27” monitor, iPhone 13, Nexus 5X, iPad Air 1/2, iPad 2/3, Nexus 9, 1080P TV)

default_device_width:
  phone:  1080
  tablet: 1536
  pc:     2560
  tv:     1920
default_device_height:
  phone:  1920
  tablet: 2048
  pc:     1440
  tv:     1080

Device energy use and embodied emissions

See Consumer Devices

default_device_watts:
  scope3:
    phone:          0.77
    pc:            53.2
    tablet:         3.0
    tv:            87.4
    smart-speaker:  2.5
  sri:
    phone:          2.856
    pc:            29.4
    tablet:        29.4
    tv:            81.6
default_device_embodied_emissions_per_second:
  scope3:
    phone:          0.0058
    pc:             0.007
    tablet:         0.0029
    tv:             0.0096
    smart-speaker:  0.0061
  sri:
    phone:          0.00946
    pc:             0.0132
    tablet:         0.0128
    tv:             0.00889

Time in view for non-video ads

Observations from various channels

default_time_in_view_seconds: 6

Ad platform defaults

Observations from various channels

default_consumer_device_request_size_bytes:
  web:             1500
  app:             1000
  ctv-bvod:        0
  dooh:            0
  audio:           1000
  social:          1000
  streaming-video: 1000

default_emissions_per_creative_request_gco2_per_imp: 0.0003
default_emissions_per_bid_request_gco2_per_imp:      0.11442
default_emissions_per_rtdp_request_gco2_per_imp:     0.01
default_emissions_generic_ad_server_gco2_per_imp: 0.000016
default_emissions_generic_ad_server_gco2_per_imp_by_channel:
  social: 0.0043

generic_creative_ad_server:
  emissions_per_creative_request_per_geo_gco2_per_imp:
    NAMER: 0.0001
    EMEA: 0.0001
    JAPAC: 0.0003
    LATAM: 0.0001
generic_measurement_platform:
  emissions_per_creative_request_per_geo_gco2_per_imp:
    NAMER: 0.0001
    EMEA: 0.0001
    JAPAC: 0.0003
    LATAM: 0.0001

Channel and device type mappings

default_channel_by_device:
  phone:
    - social
    - ctv-bvod
    - audio
    - app
    - web
    - streaming-video
  tablet:
    - social
    - ctv-bvod
    - audio
    - app
    - web
    - streaming-video
  pc:
    - ctv-bvod
    - social
    - audio
    - web
    - streaming-video
  tv:
    - ctv-bvod
    - social
    - audio
    - app
    - streaming-video
  smart-speaker:
    - audio
default_device_by_channel:
  social:   phone
  ctv-bvod: tv
  streaming-video: pc
  audio:    phone
  app:      phone
  web:      pc
default_platform_ad_format_identifier_by_channel:
  dooh:            landscape-dooh
  social:          1080-1920-sponsored-post-social-phone
  ctv-bvod:        15s-video-ctv-bvod-tv
  streaming-video: 15s-video-streaming-video-pc
  audio:           30s-audio-digital-audio-phone
  app:             interstitial-app-phone
  web:             leaderboard-web-pc
default_platform_ad_format_by_channel:
  dooh:     Landscape - 1920x1080 Image
  social:   Sponsored Post - 1080x1920 Image
  ctv-bvod: 15s Video
  streaming-video: 15s Video
  audio:    30s Audio
  app:      Interstitial - 1080x1920 Banner
  web:      Leaderboard - 728x90 Banner
default_property_average_imps_per_session_by_channel:
  social:   24
  ctv-bvod: 8.256
  streaming-video: 1
  audio:    4.8
  app:      14
  web:      32
default_property_ad_funded_percentage_by_channel:
  dooh:     100
  social:   100
  ctv-bvod: 100
  streaming-video: 100
  audio:    100
  app:      100
  web:      100
default_average_seconds_per_session_excluding_ads_by_channel:
  social:   240
  ctv-bvod: 2580
  streaming-video: 300
  audio:    1500
  app:      140
  web:      320
default_average_data_kb_per_session_seconds_excluding_ads_by_channel:
  social:   38
  app:      29.5
  web:      1.011
default_property_g_per_imp_by_channel:
  dooh:     0.049
  social:   0.15
  streaming-video: 0.049
  ctv-bvod: 0.280
  audio:    0.049
  app:      0.049
  web:      0.049

Water consumption by country and grid region

us_grid_subregion_l_h20_per_kwh:
  akgd: 3.42
  akms: 15.37
  aznm: 4.97
  camx: 5.19
  erct: 1.27
  frcc: 1.49
  hims: 2.40
  hioa: 1.45
  mroe: 3.06
  mrow: 3.10
  newe: 4.11
  nwpp: 9.48
  nycw: 1.85
  nyli: 1.63
  nyup: 8.08
  rfce: 2.31
  rfcm: 2.51
  rfcw: 2.22
  rmpa: 2.58
  spno: 1.73
  spso: 2.03
  srmv: 2.24
  srmw: 2.67
  srso: 2.29
  srtv: 3.64
  srvc: 2.37

country_l_h20_per_kwh:
  AR: 11.45
  AU: 4.73
  AT: 5.72
  BE: 2.62
  BR: 18.60
  BG: 4.62
  CA: 8.17
  CL: 10.52
  CN: 6.01
  CY: 1.29
  CZ: 3.21
  DK: 3.19
  EE: 2.20
  FI: 4.53
  FR: 3.67
  DE: 1.95
  GB: 2.33
  GR: 5.14
  HU: 3.69
  IS: 6.14
  IN: 3.44
  ID: 2.26
  IE: 1.48
  IT: 4.84
  JP: 2.31
  LV: 2.55
  LT: 5.90
  LU: 12.78
  MY: 1.68
  MT: 1.12
  MX: 5.30
  NL: 3.43
  NZ: 14.97
  NO: 6.66
  PL: 2.51
  PT: 9.59
  RO: 7.36
  RU: 3.46
  SK: 5.79
  SI: 2.98
  KR: 1.89
  ES: 6.21
  SE: 6.03
  CH: 5.66
  TW: 1.49
  TH: 2.89
  TR: 4.92
  UA: 2.13
  US: 3.13

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

Fallbacks

We use all data we have available on every single request but in many situations we may lack some information, for this we have a series of fallbacks to be able to provide reasonable estimates in most situations. To determine network when it’s not submitted we calculate costs associated to network type as a weighted average of the fixed and mobile usage in the country (if available) or worldwide. We can also generally determine the channel from the property or when that is ambiguous but we have device information we fall back to a default channel by device.

  pct_mobile =
      country ?
      default_percent_mobile_by_country[country] / 100 :
      default_percent_mobile / 100

  average_embodied_emissions_gco2e_per_kb =
      default_network_embodied_emissions_gco2e_per_kb['mobile'] x pct_mobile +
      default_network_embodied_emissions_gco2e_per_kb['fixed'] x (1 - pct_mobile)

  embodied_emissions_gco2e_per_kb =
      network_type ?
      default_network_embodied_emissions_gco2e_per_kb[network_type] :
      average_embodied_emissions_gco2e_per_kb

  average_usage_kwh_per_gb =
      default_usage_kwh_per_gb['mobile'] x pct_mobile +
      default_usage_kwh_per_gb['fixed'] x (1 - pct_mobile)

  usage_kwh_per_gb =
      network_type ?
      default_usage_kwh_per_gb['network_type'] :
      average_usage_kwh_per_gb

  average_baseload_watts =
      default_baseload_watts['mobile'] x pct_mobile +
      default_baseload_watts['fixed'] x (1 - pct_mobile)

  average_dynamic_watts_per_mbps =
      default_dynamic_watts_per_mbps['mobile'] x pct_mobile +
      default_dynamic_watts_per_mbps['fixed'] x (1 - pct_mobile)

  baseload_watts =
      network_type ?
      default_baseload_watts[network_type] :
      average_baseload_watts

  dynamic_watts_per_mbps =
      network_type ?
      default_dynamic_watts_per_mbps[network_type] :
      average_dynamic_watts_per_mbps

  lookup_channel:
      if property.channels.length == 1:
            return property.channels[0]
      if channel && channel in property.channels:
            return channel
      is_audio_creative =
            creative_audio_data_transfer_bytes ||
            creative_audio_duration_seconds ||
            ad_format.audio_duration_seconds
      if is_audio_creative && 'audio' in property.channels:
            return 'audio'
      if device_type && default_channel_by_device[device_type] in property.channels:
            return default_channel_by_device[device_type]
      return property.channels[0]

      channel = lookup_channel()
      device_type = device_type ? default_device_by_channel[channel]

Calculating Emissions

Creative Delivery - Data Transfer

creative_data_transfer_emissions_gco2_per_imp =
      creative_data_transfer_usage_emissions_gco2_per_imp +
      creative_data_transfer_embodied_emissions_gco2_per_imp

For all channels other than CTV/BVOD, use the conventional model:

creative_data_transfer_bytes =
      video_bytes +
      audio_bytes +
      image_bytes +
      ad_format.video_player.size_bytes +
      ad_format.other_asset_bytes

creative_data_transfer_usage_emissions_gco2 =
      creative_data_transfer_bytes / 1000 x
      usage_kwh_per_gb / 1000000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

creative_data_transfer_embodied_emissions_gco2 =
      creative_data_transfer_bytes / 1000 x
      embodied_emissions_gco2e_per_kb

If data transfer is provided in the delivery row, use it:

image_bytes = creative_total_image_data_transfer_bytes
video_bytes = creative_total_video_data_transfer_bytes + (creative_video_vast_bytes x loads)
audio_bytes = creative_total_audio_data_transfer_bytes

Otherwise, calculate data transfer:

image_sizes = creative_image_sizes ? ad_format.image_sizes
image_bytes = SUM(image_sizes[n].width x image_sizes[n].height) x 3 / default_image_compression_ratio x impressions

audio_duration = creative_audio_duration_seconds ?? ad_format.audio_duration_seconds
audio_bytes = audio_duration_seconds x default_audio_bitrate_kbps[device_type] / 8 x 1000 x impressions

is_primary_experience = !ad_format.rendered_width_pixels && !ad_format.rendered_height_pixels
default_bitrate_kbps =
      is_primary_experience ?
      default_video_bitrate_kbps[device_type] :
      default_non_primary_video_bitrate_kbps
video_bitrate_kbps =
      creative_video_bitrate_kbps ??
      creative_video_size_bytes x 8 / 1000 / creative_video_duration  ??
      property.video_bitrate_kbps[device_type] ??
      default_bitrate_kbps
video_duration = creative_video_duration_seconds ?? ad_format.video_duration_seconds
seconds_watched = creative_video_view_time_seconds ??
                  creative_video_view_rate x video_duration_seconds ??
                  video_duration_seconds
buffer = ad_format.video_player.buffering_seconds ?? infinity
seconds_streamed = MIN(seconds_watched + buffer, video_duration_seconds)
loads = switch(ad_format.video_player.download_trigger):
            'view': views
            'play': plays
            'impression': impressions


video_bytes = (video_bitrate_kbps / 8 x 1000 x seconds_streamed + creative_video_vast_bytes) x loads

For CTV/BVOD, use the power model:

video_bitrate_kbps =
      creative_video_bitrate_kbps ??
      property.video_bitrate_kbps[device_type] ??
      default_video_bitrate_kbps[device_type]

power_watts =
      baseload_watts +
      dynamic_watts_per_mbps x video_bitrate_kbps / 1000

creative_data_transfer_usage_emissions_gco2_per_imp =
      creative_video_duration_seconds / 3600 x
      power_watts / 1000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

creative_data_transfer_embodied_emissions_gco2_per_imp =
      creative_video_duration_seconds x
      video_bitrate_kbps / 128 x
      embodied_emissions_gco2e_per_kb

Creative Delivery - Platform

default_creative_platforms =
      creative_is_3p_served ?
      [generic_creative_ad_server, generic_measurement_platform] :
      []
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

Creative Delivery - Consumer Device

audio_device_coverage =
      device_type == 'smart-speaker' ? 1 : 0
audio_device_coverage_seconds =
      audio_device_coverage x
      audio_duration

device_pixels = default_device_width[device_type] x default_device_height[device_type]
rendered_width = ad_format.rendered_width_pixels ?? default_device_width[device_type]
rendered_height = ad_format.rendered_height_pixels ?? default_device_height[device_type]
visual_device_coverage =
      is_primary_experience ?
      1 :
      MIN(1, rendered_width x rendered_height / device_pixels)
time_in_view =
      video_duration ??
      creative_time_in_view_seconds ??
      default_time_in_view_seconds

device_coverage_seconds =
      audio_duration ?
      audio_device_coverage_seconds :
      visual_device_coverage x time_in_view

creative_consumer_device_usage_emissions_gco2_per_imp =
      device_coverage_seconds / 3600 x
      default_device_watts[device_type] / 1000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

creative_consumer_device_embodied_emissions_gco2_per_imp =
      device_coverage_seconds x
      default_device_embodied_emissions_per_second[device_type]

Media Delivery - Data Transfer

media_data_transfer_emissions_gco2_per_imp =
      media_data_transfer_usage_emissions_gco2_per_imp +
      media_data_transfer_embodied_emissions_gco2_per_imp

Determing the session seconds for a single impressions

session_seconds_per_imp =
      property.average_seconds_per_session_excluding_ads x
      property.ad_funded_percentage/100 /
      property.average_imps_per_session

For all channels other than CTV/BVOD, use the conventional model:

media_data_transfer_kb_per_imp =
      property.average_data_kb_per_session_excluding_ads x
      property.ad_funded_percentage/100  /
      property.average_imps_per_session

media_data_transfer_usage_emissions_gco2_per_imp =
      media_data_transfer_kb_per_imp x
      usage_kwh_per_gb / 1000000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

media_data_transfer_embodied_emissions_gco2_per_imp =
      media_data_transfer_kb_per_imp x
      embodied_emissions_gco2e_per_kb

For CTV/BVOD, use the power model:

video_bitrate_kbps = property.video_bitrate_kbps[device_type] ?? default_video_bitrate_kbps[device_type]

power_watts =
      baseload_watts +
      dynamic_watts_per_mbps x video_bitrate_kbps / 1000

media_data_transfer_usage_emissions_gco2_per_imp =
      session_seconds_per_imp / 3600 x
      power_watts / 1000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

media_data_transfer_embodied_emissions_gco2_per_imp =
      session_seconds_per_imp x
      video_bitrate_kbps / 128 x
      embodied_emissions_gco2e_per_kb

Media Delivery - Consumer Device

media_consumer_device_usage_emissions_gco2_per_imp =
      session_seconds_per_imp / 3600 x
      default_device_watts[device_type] / 1000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

media_consumer_device_embodied_emissions_gco2_per_imp =
      session_seconds_per_imp x
      default_device_embodied_emissions_per_second[device_type]

Media Delivery - Corporate

media_corporate_emissions_gco2_per_imp =
      property.allocated_adjusted_corporate_emissions_kg x 1000 /
      property.total_sessions /
      property.average_imps_per_session

Ad Selection - Platform

get_platform_emissions(ad_platform):
      direct_emissions = emissions_per_bid_request_per_geo_gco2_per_imp
      rtdp_emissions = 0
      for rtdp in ad_platform.real_time_data_providers:
            rtdp_emissions += emissions_per_rtdp_request_per_geo_gco2_per_imp
      bidder_emissions = 0
      for bidder in ad_platform.bidders:
            bidder_emissions += get_platform_emissions(bidder) x
                  ad_platform.distribution_rate_by_bidder_by_country[country, bidder] ?? 1
      return direct_emissions + rtdp_emissions + bidder_emissions

ad_selection_platform_emissions_gco2_per_imp = 0
data_transfer_bytes = 0

for platform in placement.ad_platforms:
  ad_selection_platform_emissions_gco2_per_imp += get_platform_emissions(platform)
  platform_bytes =
      platform.average_bid_request_size ??
      default_consumer_device_request_size_bytes[channel]
  data_transfer_bytes += default_consumer_device_request_size_bytes[channel]
  if platform.sends_client_side_requests:
    for bidder in platform.bidders:
      bidder_bytes =
          bidder.average_bid_request_size ??
          default_consumer_device_request_size_bytes[channel]
      data_transfer_bytes +=
          bidder_bytes x
          platform.distribution_rate_by_bidder_by_country[country, bidder] ?? 1

Ad Selection - Data Transfer

ad_selection_data_transfer_usage_emissions_gco2_per_imp =
      data_transfer_bytes / 1000 x
      usage_kwh_per_gb / 1000000 x
      lookup_carbon_intensity_gco2e_per_kwh(country, region, utc_datetime)

ad_selection_data_transfer_embodied_emissions_gco2_per_imp =
      data_transfer_bytes / 1000 x
      embodied_emissions_gco2e_per_kb

ad_selection_data_transfer_emissions_gco2_per_imp =
      ad_selection_data_transfer_usage_emissions_gco2_per_imp +
      ad_selection_data_transfer_embodied_emissions_gco2_per_imp

Model Quality

grid_mix_model_quality = lookup_carbon_intensity_quality(country, region)
organization_model_quality = property.organization_model_quality
property_model_quality = property.model_quality

total_platforms = 0
modeled_platforms = 0
for platform in placement.ad_platforms:
  total_platforms++
  if platform.model_quality > 1
    modeled_platforms++
  # Model one level of downstream platforms
  for bidder in ad_platform.bidders:
    total_platforms++
    if bidder.model_quality > 1
      modeled_platforms++
ad_platform_modeled_ratio = modeled_platforms / total_platforms

Foundations

Advertising

Generative AI

​Detailed walkthrough of calculations

​Entity Definitions

​Channels

​Device Types

​Network Types

​Video Player

​Ad Format

​Sample Ad Formats:

​Property

​Ad Platform

​Placement

​Delivery Row

​Defaults

​Conventional model data transfer by network type

​Power model data transfer by network type

​Mobile to fixed ratios by country

​Video player characteristics

​Media size

​Device size

​Device energy use and embodied emissions

​Time in view for non-video ads

​Ad platform defaults

​Channel and device type mappings

​Water consumption by country and grid region

​Lookups from external sources

​Carbon intensity by country, region, and UTC Date/Time

​Fallbacks

​Calculating Emissions

​Creative Delivery - Data Transfer

​Creative Delivery - Platform

​Creative Delivery - Consumer Device

​Media Delivery - Data Transfer

​Media Delivery - Consumer Device

​Media Delivery - Corporate

​Ad Selection - Platform

​Ad Selection - Data Transfer

​Model Quality