TikTok and Scope3: Cutting Carbon from Digital Ads

Digital advertising is everywhere, but few realize the environmental cost of every online ad. Now, TikTok is teaming up with Scope3, a leading carbon measurement company, to help brands not only reach audiences but also cut down on the carbon emissions their ads create. This partnership is a game-changer for brands that want to be both effective and eco-friendly.

Why Digital Ads Leave a Carbon Footprint

Every time you see an ad online, it’s powered by vast networks of data centers, servers, and complex systems that deliver and manage those ads. All this technology uses a lot of electricity—often generated from fossil fuels—which means digital ads contribute significantly to the internet’s overall carbon emissions. According to a 2023 Scope3 report, the programmatic advertising industry alone produces over 215,000 metric tonnes of carbon emissions each month across five major economies—equivalent to burning more than 24 million gallons of gasoline.

How the TikTok-Scope3 Partnership Works

TikTok and Scope3 have launched a new tool, currently in closed beta, that lets select advertisers measure the carbon emissions from their ad campaigns on TikTok. Here’s how it works:

• TikTok and Scope3 analyze the carbon emissions generated by selected ad campaigns.
• The data is aggregated, reviewed, and discussed with the advertiser.
• Brands receive a detailed report showing their campaign’s environmental impact, measured in grams of CO₂ per thousand impressions (gCO2epm).

This tool is the first of its kind on TikTok and is expected to roll out to more advertisers soon. Brands interested in using it can join a waitlist until it becomes widely available.

Why This Matters for Brands

Until now, digital ad campaigns were judged mainly by how many people they reached or how many clicks they got. With this new metric, brands can also see the environmental cost of their campaigns. This transparency helps companies make smarter, greener choices—like picking more efficient ad formats or reducing unnecessary impressions.

The partnership also aligns with growing consumer demand for sustainable business practices. More people are choosing brands that care about the planet, and companies are under pressure to show real action, not just promises.

TikTok’s Environmental Track Record

TikTok’s parent company, ByteDance, has faced criticism for its own carbon footprint. In 2024, a report by Greenly, a French carbon consultancy, estimated TikTok’s annual CO₂ emissions at nearly 50 million tonnes—comparable to the entire country of Greece Per user, TikTok emits about 48.49 kg of CO₂ each year, more than YouTube (40.17 kg) or Instagram (32.52 kg).

But TikTok is taking steps to change this. The company has pledged to cut its operational emissions by 90% by 2030, using renewable energy and carbon removal technologies like Direct Air Capture and reforestation. Its new data center in Norway, for example, runs entirely on renewable power.

What’s Next for Sustainable Advertising

The TikTok-Scope3 partnership is about more than just measurement. It’s about action. By giving brands clear data, the platform empowers them to:

• Optimize ad campaigns for lower emissions
• Choose greener ad formats and delivery methods
• Support their own sustainability goals and reporting requirements

As Ian Gill, TikTok’s Global Head of Sustainability, put it: “By building robust emissions data at both the corporate and campaign level, we are paving the way for actionable carbon reduction strategies. TikTok and Scope3 are committed to helping advertisers unlock insights, drive reductions, and achieve sustainable growth in support of their environmental goals”.

Brian O’Kelley, CEO of Scope3, added: “Accountability in emissions isn't just about reporting numbers; it's about using that data to change your actions and take responsibility for your business decisions. That's how we drive systemic change and make the advertising ecosystem sustainable”.

The Bigger Picture

This move by TikTok could set a new standard for the entire digital ad industry. As more platforms and brands adopt similar tools, advertisers will be able to compare and reduce their carbon footprints across all their digital campaigns. With nearly a billion users spending an average of 95 minutes a day on TikTok, even small reductions can add up to a big impact for the planet.