Scope3 just shook up the ad tech world by acquiring Adloox, the scrappy French ad verification company that’s been quietly chipping away at fraud, wasted impressions, and low-viewability placements. For a market dominated by IAS and DoubleVerify, Scope3’s move isn’t just a headline—it’s a strategic punch in the face of inefficiency. “Advertisers using our sustainability solutions have not only lowered their carbon emissions but have also found their campaigns perform with greater efficiency and effectiveness,” Scope3 proclaimed in their announcement. Translation? This isn’t just about saving the planet—it’s about saving budgets, too.
Scope3, which has built its reputation on sustainability solutions like Climate Shield and Green Media Products (GMPs), now has even more firepower. With Adloox’s tech integrated into their ecosystem, they’re tackling the dirty side of advertising: impressions no one sees, invalid traffic (IVT), and carbon waste. “Any impression that is being served but not seen by a human has a carbon impact,” Scope3 pointed out, adding, “and we believe it is important to incorporate this into our sustainability offering.”
Here’s the kicker: Adloox’s tools don’t just make ads greener—they make them smarter. Fraud detection, viewability improvements, and reducing invalid traffic mean advertisers can finally stop throwing their money into the digital void. Every ad not seen by a human doesn’t just hurt ROI; it leaves a carbon footprint. Scope3 is ensuring those wasted impressions get the boot.
From Underdog to Industry Disruptor
Adloox may not have the household name recognition of IAS or DoubleVerify, but it’s been punching above its weight for years. Integrated into major platforms like Meta, Amazon Ads, DV360, and The Trade Desk, it’s also prebid-enabled—a rare advantage that allows advertisers to plug it into campaigns with minimal fuss. “DV360 hasn’t opened up prebid access to third parties in years,” an insider said. “The fact that Adloox has it is a big deal.”
This isn’t just a technical upgrade for Scope3; it’s a massive leap forward. It’s like going from selling artisanal cheese at a farmer’s market to landing a deal with Walmart, Amazon, and Target all at once. Advertisers can now access Scope3’s green halo without wading through endless contracts or onboarding headaches.
The Moat-Sized Gap
Let’s not forget that the ad verification world has been feeling a little stale lately. IAS and DoubleVerify have ruled the roost, but with Moat’s recent demise, the market was ripe for disruption. “The market needed an alternative to IAS and DoubleVerify to ensure healthy competition,” one industry insider noted, and Scope3 is stepping up to fill that gap. Adloox’s years of experience, combined with Scope3’s sustainability expertise, create a formidable challenger.
Adloox’s tools are no joke, either. They’ve been accredited by the Media Rating Council (MRC) for visibility and fraud measurement—a critical badge of legitimacy in an industry built on trust. This pedigree is especially important as the ad world shifts its focus to carbon measurement. Scope3’s integration with Adloox positions them as a leader in this new frontier.
Making Green Media the Norm
For Scope3, this isn’t just about shaking up the ad verification space—it’s about changing the rules of the game. The recent ANA report on media sustainability found that brands achieved the greatest carbon reductions by using always-on green media products, not by tinkering with static inclusion or exclusion lists. Scope3 echoed this sentiment, emphasizing that their Climate Shield and GMPs are designed to go beyond surface-level solutions. This is sustainability with teeth.
And let’s talk business. Advertisers have been slow to jump on the sustainability train because, let’s face it, saving the planet doesn’t always align with saving money. But Scope3’s approach ties carbon reduction to performance. By cutting out waste, they’re proving that green media isn’t just ethical—it’s profitable.
What’s Next?
Adloox customers won’t see any disruption in service, but they will benefit from Scope3’s added resources. “Over the coming quarters, the Scope3 and Adloox teams will be working to integrate our technology and teams with the aim to make practicing sustainability in media and advertising easier and more valuable for all participants,” Scope3 explained. That’s corporate-speak for: expect even more tools to make your campaigns greener, smarter, and more efficient.
The timing couldn’t be better. With organizations like the WFA and Ad Net Zero pushing for global carbon measurement frameworks, Scope3 is poised to lead the charge. They’re not just keeping up with the industry—they’re defining it.
The Bottom Line
Scope3’s acquisition of Adloox isn’t just another deal—it’s a statement. By combining carbon reduction with ad performance optimization, they’re showing advertisers that sustainability isn’t a burden—it’s an advantage. If you’re still burning cash on ads that don’t get seen, you’re not just wasting your budget; you’re wasting the planet. Scope3 and Adloox are here to put an end to that.
The message is clear: green media isn’t the future—it’s the present. And Scope3 just turned the dial up to 11.
