TikTok has partnered with Scope3, a third-party carbon emission measurement platform, to enable advertisers to transparently measure and reduce the carbon emissions of their ad campaigns on TikTok. This collaboration helps brands track their environmental impact and supports broader efforts to reduce carbon emissions across digital supply chains, enhancing transparency and accountability in advertising emissions.
Partnership and Measurement Approach
Scope3's platform allows brands, agencies, and media partners to visualize, measure, and reduce emissions throughout the advertising supply chain. Emissions from TikTok ads fall under the advertiser's scope 3 (indirect) emissions, while also contributing to TikTok's operational scope 1 and 2 emissions. As TikTok decarbonizes its operations, it also assists advertisers in reducing their scope 3 emissions.
The partnership leverages Scope3’s open-source emissions model, aligned with the Ad Net Zero Global Media Sustainability Framework (GMSF), to accurately measure emissions across ad selection, media distribution, and creative delivery. This model uses first-party emissions data, campaign data, and industry standards to calculate grams of CO2 equivalent per thousand impressions (gCO2epm), ensuring precise and verified reporting.
Goals and Benefits
The collaboration focuses on three main objectives:
- Transparency: Inform clients about the environmental impact of their TikTok advertising.
- Measurement: Provide easy tools for clients to measure and report emissions.
- Reduction: Equip clients with data to make informed decisions to lower carbon footprints.
This data-driven approach enables advertisers to optimize campaigns for lower environmental impact and supports their sustainability goals.
Statements from Leadership
Ian Gill, TikTok’s Global Head of Sustainability, emphasized the importance of robust emissions data for actionable carbon reduction strategies and sustainable growth. Brian O’Kelley, CEO of Scope3, highlighted that transparency and accountability in emissions measurement are essential for systemic change and sustainability in advertising.
TikTok’s Sustainability Progress
TikTok, as part of ByteDance, has committed to operational carbon neutrality by 2030 by reducing emissions by 90% and offsetting the remaining 10% through initiatives like Direct Air Capture, Biochar, and Reforestation. TikTok also joined Ad Net Zero to support the advertising industry's net zero transition and committed to sourcing 100% renewable electricity globally by 2030. Its new data center in Norway operates entirely on renewable energy.
This partnership with Scope3 complements TikTok’s ongoing sustainability efforts and provides advertisers with a powerful tool to measure and reduce the carbon emissions of their campaigns.
