Decoding Green Media: 10 Terms Every Advertiser Should Know

Sustainability in media has moved from the sidelines to the center. As brands work to align with environmental goals, report on carbon impact, and make smarter investments, green media is no longer just a trend. It’s a measurable, strategic part of how campaigns are planned and executed.

But let’s be honest. The terminology can be confusing. Whether you’re talking to internal stakeholders, sustainability teams, or external partners, having a shared understanding of key terms is essential.

If you’re still building your foundation, start with What Is Green Media? Understanding the Carbon Cost of Every Impression. It outlines the environmental impact of digital advertising and why this work matters.

If you’re ready to brush up on the terms shaping the green media conversation, this glossary is for you.

10 Green Media Terms Every Advertiser Should Know

1. Green Media

Green media refers to advertising practices that reduce or offset the environmental impact of digital campaigns. This includes everything from optimizing supply paths to selecting low-emission inventory and using energy-efficient creative formats. The goal is to run high-performing campaigns with a smaller carbon footprint.

2. Scope 3 Emissions

Scope 3 emissions are the indirect emissions that occur across a company’s supply chain. In advertising, this refers to the emissions generated by third-party vendors, platforms, and infrastructure used to deliver media. That includes everything from servers and exchanges to data centers and delivery networks. These emissions make up the majority of a campaign’s environmental impact, which is why most green media strategies focus on these emissions.

3. Carbon Footprint

A carbon footprint is the total amount of greenhouse gas emissions generated by a specific activity. For digital advertising, this includes the emissions created by serving impressions, processing real-time bids, loading creative files, and measuring performance. It is usually measured in grams or metric tons of carbon dioxide equivalent (CO₂e).

4. Greenhouse Gas (GHG) Emissions

GHG emissions include carbon dioxide, methane, and nitrous oxide. These gases trap heat in the atmosphere and contribute to climate change. In the context of advertising, GHG emissions come from the electricity used to run ad tech infrastructure, transfer data, and host digital content.

5. Green PMP (Private Marketplace)

A Green PMP is a curated inventory deal that prioritizes low-emission ad placements. These private marketplaces are designed to streamline the supply path, reduce wasted energy, and often include sustainability-focused publishers. Some Green PMPs also include built-in emissions tracking or offsetting.

Want to see how this plays out in real campaigns? Take a look at How Green Media Actually Works: Tools, Tactics, and Smarter Reporting.

6. Ad Waste

Ad waste refers to impressions that do not deliver value. This includes fraudulent traffic, non-viewable placements, and poorly targeted ads. From a sustainability standpoint, wasted impressions still consume energy and generate emissions. Reducing waste is one of the fastest ways to cut down on environmental impact while improving media efficiency.

7. Carbon Calculator

A carbon calculator is a tool that helps advertisers measure the emissions associated with a campaign. These tools can provide estimates in real time or post-campaign, depending on the partner. They often include breakdowns by channel, domain, or creative format, helping media teams make more informed planning decisions. Scope3 is a widely recognized authority in this space and a leading source for accurate emissions data in digital advertising.

8. Viewability per Kilowatt-Hour (kWh)

This emerging metric compares the energy used to deliver an ad with how often it is actually seen. If a campaign has high viewability and low energy consumption, it has a higher viewability per kilowatt-hour. This metric is helping advertisers evaluate not just whether an ad was seen, but whether it was delivered efficiently.

9. Carbon Cost per CPM

Carbon cost per CPM helps advertisers understand the environmental cost of reaching 1,000 people. It takes into account the emissions generated per thousand impressions and allows media teams to assess both financial and environmental efficiency. When carbon cost per CPM is tracked alongside traditional CPM, it gives brands a more complete picture of performance.

10. Carbon Offsetting

Carbon offsetting involves compensating for emissions that cannot be avoided by investing in environmental projects. These might include reforestation, soil restoration, renewable energy, or conservation work. While reduction should always be the first priority, offsetting is a valuable strategy for campaigns that want to take full responsibility for their carbon footprint.

Conclusion: Talk the Talk. Lead the Shift.

Green media is not just about what you buy. It is also about how you measure, communicate, and evolve your strategy over time. Knowing the right terms helps your team stay aligned, ask better questions, and hold both internal and external partners accountable.

If your brand is working to build a more sustainable approach to media, fluency in this vocabulary is a strong starting point. Whether you’re writing a media brief, evaluating partners, or reporting on results, these terms are becoming part of the everyday language of advertising.

📥 Want a shareable glossary you can use with your team?
Download the Green Media Cheatsheet to access these definitions along with planning tips, campaign examples, and measurement frameworks to support your next step. Get your guide here.