# Lumen Research Launches New Carbon Measurement Tool for Greener Ads Powered by Scope3
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2023-06-08
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: New Carbon Measurement Tool for Greener Ads
Meta Description: Measure carbon emissions of digital ads to target high attention/low carbon inventory. Boost business impact while reducing carbon footprint.
URL: https://financedigest.com/lumen-research-launches-new-carbon-measurement-tool-for-greener-ads-powered-by-scope3html

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# **Lumen Research Launches New Carbon Measurement Tool for Greener Ads Powered by Scope3**

_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](https://lumen-research.com/), 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](https://www.financedigest.com/coca-cola-digital-ad-campaigns-use-seenthis-streaming-technology-to-avoid-excessive-carbon-footprint.html "Coca-Cola Digital Ad Campaigns Use SeenThis Streaming Technology to Avoid Excessive Carbon Footprint").

“Unseen ads are yet another example of waste in the ad ecosystem. They don’t [drive marketer](https://www.financedigest.com/digital-inclination-to-drive-the-cardiac-marker-analyzer-market.html "Digital Inclination to drive the Cardiac Marker Analyzer Market") 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](https://www.financedigest.com/adnami-outlines-new-metrics-for-the-measurement-of-attention-in-high-impact-advertising.html "Adnami outlines new metrics for the measurement of attention in high impact advertising"). Using Scope3 and Lumen data to identify high attention and [low carbon](https://www.financedigest.com/low-carbon-bitcoin-crypto-miners-green-power-talk-angers-texas-locals.html "Low-carbon bitcoin? Crypto miners’ green power talk angers Texas locals") 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](https://www.financedigest.com/greenpeace-germany-sues-volkswagen-over-carbon-emissions-targets.html "Greenpeace Germany sues Volkswagen over carbon emissions targets"), 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](https://www.financedigest.com/how-to-make-social-media-marketing-work-for-your-small-business.html "How to make social media marketing work for your small business") together with Scope3 and Lumen.

“As the Meaningful [Media Agency, Havas Media Group is committed to earning people’s attention](https://www.financedigest.com/inskin-media-makes-a-number-of-strategic-hires-as-it-furthers-its-mission-to-maximise-attention-and-impact-in-digital-campaigns.html "Inskin Media makes a number of strategic hires as it furthers its mission to maximise attention and impact in digital campaigns") 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](https://www.financedigest.com/frameplay-announces-new-attention-metric-in-video-game-environments-validated-in-partnership-with-dentsus-attention-economy-team-by-first-to-market-studies.html "Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies") 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](https://www.financedigest.com/the-plant-activators-market-to-witness-steadfast-growth.html "The Plant Activators Market To Witness Steadfast Growth"). The integration of Scope3’s carbon emissions dataset into the Lumen Attention [Measurement](https://www.financedigest.com/eye-tracking-findings-emphasise-the-importance-of-measuring-attention-in-digital-advertising.html "Eye tracking findings emphasise the importance of measuring attention in digital advertising") 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](https://www.financedigest.com/inmobi-names-inderbir-singh-pall-as-chief-technology-officer-of-inmobi-advertising-platform.html "InMobi Names Inderbir Singh Pall as Chief Technology Officer of InMobi Advertising 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](https://www.financedigest.com/multilocal-launches-low-carbon-marketplace-globally-to-bolster-sustainability-offering.html "Multilocal Launches Low Carbon Marketplace Globally To Bolster Sustainability Offering"), high attention, high impact internet.”

**For more information:**

Maryum Sheikh, Press Lead, [The Digital Voice™](https://www.thedigitalvoice.co.uk/)

[press@thedigitalvoice.co.uk](mailto:press@thedigitalvoice.co.uk)

**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](https://www.financedigest.com/in-vitro-protein-expression-market-global-leading-companies-analysis-revenue-trends-and-forecasts-2027.html "In Vitro Protein Expression Market Global Leading Companies Analysis, Revenue, Trends and Forecasts 2027"). Lumen’s eye-tracking technology [converts the webcam on a user’s](https://www.financedigest.com/binance-to-convert-users-usd-coin-into-its-own-stablecoin.html "Binance to convert users’ USD Coin into its own stablecoin") 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](https://www.financedigest.com/encouraging-female-talent-and-entrepreneurship-in-the-supply-chain-industry.html "Encouraging female talent and entrepreneurship in the supply chain industry") 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](https://www.financedigest.com/britain-tells-climate-talks-coal-era-ending-as-carbon-emissions-surge.html "Britain tells climate talks coal era ending as carbon emissions surge") removal contributions.


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