TikTok has launched a new partnership with carbon intelligence company Scope3 to help advertisers track and reduce the environmental impact of their campaigns. The collaboration provides a data-driven approach to measuring carbon emissions from ad activities on the platform, including media delivery, creative assets, and platform selection.
A young person records a TikTok by a forest lake for an environmental campaign. AI generated picture.
Using Scope3’s open-source emissions model, advertisers can now access precise information on the carbon footprint of their TikTok campaigns. The results are expressed in grams of carbon dioxide equivalent per thousand impressions (gCO2ePM), enabling brands to assess and compare the impact of their digital advertising strategies.
The insights are based on a combination of TikTok’s first-party data and industry-wide benchmarks and are independently verified. TikTok emphasised that this partnership is part of a broader initiative to improve transparency, offer credible measurement tools, and empower advertisers with actionable strategies to reduce emissions.
‘This collaboration supports brands in making informed, data-driven decisions to optimise campaigns with lower environmental impact’, TikTok stated.
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The new offering also helps advertisers understand emissions that originate outside their direct control, such as those associated with third-party media hosting. These are increasingly important in sustainability reporting and are often overlooked in traditional environmental assessments.
The initiative reflects TikTok’s larger commitment to sustainability. In 2023, parent company ByteDance pledged to reach carbon neutrality across its operations by 2030, targeting a 90% reduction in emissions and the use of trusted carbon removal methods like Direct Air Capture and reforestation.
TikTok is also a member of Ad Net Zero and has committed to sourcing 100% renewable electricity by the end of the decade. Its data centre in Norway, already powered entirely by renewables, is a key step in that direction.
By offering advertisers the ability to measure and reduce the impact of their media buys, TikTok is aligning its platform with the growing demand for nature-conscious digital strategies.
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