Model Quality Components
Each modeled request should include:- Grid mix model quality (1-5)
- Organization model quality (1-5)
- Property model quality (1-5)
- Ad stack model quality (1-5)
- Average ad platform quality (1-5)
- Ad format model quality (1-5)
- Input granularity score (1-5)
Grid mix
Grid intensity can fluctuate significantly on an hourly basis due to the variable nature of both renewable energy sources (sun, wind) and electricity demand. To achieve effective decarbonization, having hourly data is critical. However, this isn’t broadly available in many countries.Organization
Criteria for accurate sustainability data at the organization level:- An organization should provide a sustainability report that details its full carbon footprint, including scopes 1, 2, and all scope 3 categories. This report should clearly detail methodology for each category.
- Any adjustments to the calculations for RECs, PPAs, offsets, or carbon credits should detail exactly what was purchased, from whom, and on what timeframe. Location-based scope 2 data should always be provided.
- A sustainability report should be published within 6 months of the end of the previous calendar year to be considered for sustainability purposes.
Ad Platform
An ad platform should provide 1) requests received, 2) requests sent (traffic shaping), and 3) emissions data from datacenters or cloud providers. The ad platform score starts at 1 and increments based on the presence of various modeled components.
Example: A company provides annual server emissions, requests received, and traffic shaping data. This would be model quality 3.
The average ad platform model quality is the average score of all direct ad platforms that the property works with.
Property
For media properties, key metrics include session time, session weight, and ad load. For OOH screens, the key metric is power draw. A measured metric is acquired on a per-property basis - for instance, using Google Analytics on a website or a power meter on a screen. An estimated or average metric uses a third-party source or historical averages to project key metrics, for instance, using screen size and type to model power usage.Ad Stack
The accuracy of the ad stack used by the publisher for the placement depends on accurate representation of all direct and indirect ad platforms. The ad stack score starts at 1 and increments based on modeled components.Ad Format
The ad format model should include all of elements included upon the initial render of the ad format. Advertiser-provided assets should be identified so that they can be replaced with actual data during the measurement process. All ad platforms that are part of the rendering process should be included, especially ad servers, real-time measurement providers, and video players.Input granularity
Provided inputs must match the underlying model in order to provide accurate output. For instance, if the user provides “ANZ” as a country, that might not match “AU” or “NZ”, causing a mapping issue that could cause a fallback to using worldwide grid mix and a significant loss of accuracy. Granularity % is the percentage of recommended input fields that are provided and match valid values.Recommended input fields
Input granularity to model quality map
Input granularity example
Input granularity percentage: 6/12 = 50%
Input granularity score: 2