> ## Documentation Index > Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt > Use this file to discover all available pages before exploring further. # GMSF Reference > GMSF reference for AdCP: Global Media Sustainability Framework carbon measurement standards, metrics, and how they apply to agentic advertising campaigns. # GMSF Reference Token-efficient reference for the Global Media Sustainability Framework. Designed for AI agents discussing advertising sustainability. ## What is GMSF? The **Global Media Sustainability Framework (GMSF)** is an industry standard for measuring and reducing carbon emissions from media and advertising. Developed by Ad Net Zero and industry stakeholders. **Goal**: Standardized carbon measurement across the advertising supply chain. ## Key Organizations | Organization | Role | | - | - | | **Ad Net Zero** | Industry coalition leading sustainability initiatives | | **WFA** | World Federation of Advertisers - coordinates brand commitments | | **IAB** | Provides technical standards and implementation guidance | | **Scope3** | Carbon measurement platform for media | ## Carbon Emission Sources in Ad Tech ### By Supply Chain Stage ``` ┌─────────────────────────────────────────────────────────────┐ │ CAMPAIGN CREATION │ │ Creative production, asset hosting, transcoding │ │ Carbon: Medium │ └─────────────────────────────────────────────────────────────┘ │ ▼ ┌─────────────────────────────────────────────────────────────┐ │ AD DECISIONING │ │ Bid requests, auction processing, ML inference │ │ Carbon: HIGH (biggest contributor in programmatic) │ └─────────────────────────────────────────────────────────────┘ │ ▼ ┌─────────────────────────────────────────────────────────────┐ │ AD DELIVERY │ │ CDN distribution, ad rendering, tracking pixels │ │ Carbon: Medium-High │ └─────────────────────────────────────────────────────────────┘ │ ▼ ┌─────────────────────────────────────────────────────────────┐ │ MEASUREMENT │ │ Attribution, reporting, analytics │ │ Carbon: Low-Medium │ └─────────────────────────────────────────────────────────────┘ ``` ### Programmatic Waste Points | Issue | Carbon Impact | Description | | - | - | - | | **Bid requests** | Very High | Billions of requests, most fail to win | | **Header bidding** | High | Multiple SSPs = multiplied requests | | **Reselling** | High | Same impression sold multiple times | | **MFA sites** | High | Made-for-advertising sites with low value | | **Invalid traffic** | High | Bots generating worthless impressions | ## GMSF Measurement Framework ### Scope Categories | Scope | Definition | Examples in Ad Tech | | - | - | - | | **Scope 1** | Direct emissions | Office HVAC, company vehicles | | **Scope 2** | Indirect from energy | Data center electricity | | **Scope 3** | Value chain emissions | Media buying, creative production | **Note**: Most advertising carbon is Scope 3 (downstream supply chain). ### Key Metrics | Metric | Definition | Target | | - | - | - | | **gCO2e/impression** | Grams CO2 equivalent per ad impression | Lower is better | | **gCO2e/1000 impressions** | Per-mille carbon | Industry benchmarks | | **Supply path carbon** | Emissions from intermediaries | Minimize hops | ### Typical Carbon Values | Channel | gCO2e per 1000 impressions | Notes | | - | - | - | | Direct sold | 50-150 | Shortest path | | Programmatic display | 200-400 | Many intermediaries | | Programmatic video | 400-800 | Larger files + auctions | | CTV programmatic | 300-600 | Depends on supply path | *Values are approximate and vary by measurement methodology.* ## How AdCP Reduces Carbon | Programmatic Problem | AdCP Solution | Carbon Reduction | | - | - | - | | Billions of bid requests | Direct negotiation | 90%+ fewer requests | | Multi-hop supply paths | Publisher-direct | Eliminated intermediaries | | Real-time auctions | Asynchronous decisions | Reduced server compute | | Cookie syncing | Context-based matching | Eliminated sync traffic | | Speculative bidding | Intent-based buying | Only requested inventory | ### Quantified Benefits ``` Traditional Programmatic: 1 impression = 50+ bid requests × 10+ SSPs = 500+ server calls AdCP Agentic: 1 impression = 1 request to sales agent = 1 server call Reduction: ~99% fewer server calls ``` ## Sustainability Best Practices ### For Buyers | Practice | Impact | | - | - | | Reduce supply chain hops | -30-50% carbon | | Use direct deals over open auction | -40-60% carbon | | Avoid MFA inventory | -20-40% carbon | | Choose green-certified publishers | Variable | | Optimize creative file sizes | -10-20% carbon | ### For Publishers | Practice | Impact | | - | - | | Reduce header bidding partners | -20-40% carbon | | Implement lazy loading | -15-25% carbon | | Optimize ad refresh frequency | -10-30% carbon | | Use renewable energy hosting | -50-90% carbon | | Enable agentic/direct channels | -60-90% carbon | ## GMSF Resources | Resource | URL | | - | - | | Ad Net Zero | [adnetzero.com](https://adnetzero.com) | | GMSF Documentation | [wfanet.org/gmsf](https://wfanet.org/leadership/gmsf) | | Scope3 | [scope3.com](https://scope3.com) | | IAB Sustainability | [iab.com/sustainability](https://www.iab.com/topics/sustainability/) | ## Key Terms | Term | Definition | | - | - | | **Carbon offset** | Compensating emissions by funding carbon removal | | **Carbon neutral** | Net zero emissions (offsets allowed) | | **Net zero** | Actual zero emissions (no offsets) | | **Science-based targets** | Reduction goals aligned with climate science | | **GHG Protocol** | Standard for measuring greenhouse gases | | **MFA** | Made-for-advertising (low-quality sites) | | **SPO** | Supply path optimization | *** *This is a placeholder document. Content will be enhanced with more detail and citations in future updates.*