Scope3, founded by Brian O’Kelley, has begun tracking the carbon footprint of AI in digital advertising. This initiative follows O’Kelley’s realization during an MIT course that the significant carbon emissions from metals come from mining, prompting him to pivot to digital ads. With a new funding round led by GV, raising $25 million, Scope3 aims to reduce waste in programmatic advertising while addressing environmental concerns. The startup's approach combines economic efficiency with sustainability, leveraging AI to enhance its data models and client offerings.