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Data sources behind Lumotraq homepage statistics on digital advertising emissions

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Reference

The sources behind our numbers

Six verified data points from Scope3, ANA, IAB Europe, and more — the research backing every stat on our homepage.

A couple sit back-to-back on a sofa, each absorbed in a separate screen

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June 9th, 2026

Scope3 alternatives for media agencies (2026)

Scope3 now leads with agentic ad buying. The 2026 ad-carbon measurement alternatives for media agencies — Cedara, Good-Loop, Carbon Intelligence, IMPACT+.

White letter tiles spelling the word PRIVACY on a coral background

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June 2nd, 2026

uBlock Origin alternatives in 2026: which one measures ad carbon?

Manifest V3 ended full uBlock Origin on Chrome. The 2026 alternatives — uBO Lite, Ghostery, AdGuard, Brave — and the one thing none do: measure ad carbon.

Frameworks and standards shaping green media — Lumotraq Insights

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May 28th, 2026

Frameworks and standards shaping green media

GMSF, CSRD, and industry standards.

Ad blocker comparison — AdGuard alternatives in 2026

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May 23rd, 2026

AdGuard alternatives in 2026: what blockers still miss

Free, technical, and measurement-first alternatives to AdGuard. Ghostery, uBlock, Pi-hole — and what blockers don't measure.

Person browsing on phone — advertising consumption in daily digital habits

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April 17th, 2026

Advertising consumption in daily habits

What ads mean for your screen time and carbon footprint.

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FAQ

Frequently asked questions

What does Lumotraq actually measure?

Lumotraq measures the carbon footprint of digital advertising you see while browsing — the energy used by ad servers, content delivery networks, and your device to render each ad. Estimates are reported in grams of CO₂ equivalent per impression and aggregated into your daily total.

Where do the CO₂e figures come from?

Our calculations combine published methodologies from the Ad Net Zero Global Media Sustainability Framework and the GHG Protocol with country-specific electricity-grid data. Each ad format and device type carries its own emission factor, sourced from peer-reviewed industry research.

How accurate are the carbon estimates?

Estimates are approximations, not certified measurements. They are accurate enough to compare ads, channels, and websites against each other and to track changes over time, but should not be reported as exact figures for compliance purposes without further verification.

What is GMSF v1.2 and why does Lumotraq align with it?

GMSF v1.2 is the Global Media Sustainability Framework published by Ad Net Zero — the digital advertising industry's reference methodology for calculating ad-related emissions across device, network, and infrastructure. Lumotraq's per-impression model is built to align with GMSF v1.2 inputs so calculations are reproducible and audit-ready for CSRD reporting.