Snap Partners with Scope3 as it announces new emissions solutions

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In order to understand the carbon footprint of its advertising, Snap said it has formed a partnership with Scope3.

Scope3 is a collaborative sustainability platform decarbonising media and advertising. Its platform visualises and measures the advertising emissions across the entire ad ecosystem to help advertisers understand the carbon footprint of their ad campaigns.

Snap and Scope3

Scope3 has been working with Snap to both refine and enhance its emissions model for the platform as well as to provide granular measurement of Snap’s bespoke ad formats.

Snapchat’s partnership with Scope3 is the first of its kind as the first messaging platform to directly contribute data to Scope3’s emissions model.

The partnership enhances the accuracy of Scope3’s model for social and messaging, which is built using a combination of public and third-party data sources.

These efforts improve the industry’s understanding of the total impact this channel has on carbon emissions generated by advertising as a whole.

Preliminary benchmarks suggest that advertising on social media and messaging apps accounts for 3.36M metric tons of carbon emissions every year across five major markets (US, UK, DE, FR and AU).

Based on initial measurement, Snapchat ranks as the most carbon efficient among similar apps — specifically, it is 39% more efficient than others in the category. Compared to programmatic advertising, Snap is about 60% more efficient.

Snapchat is also the first to contribute additional data for its unique ad formats, both Video and Augmented Reality.

Formats like Lenses and Skippable Video are significantly low carbon compared to other formats available to marketers, Snap said.

Lenses in particular are so light and efficient that Scope3 modified its ad formats model to properly measure them.

Snapchat will be available in Scope3’s emissions dashboard for agencies and advertisers already subscribing to their services.

The platform will be working with GroupM for further alpha testing and meta-analysis in coming weeks.

Nana Wilberforce, Head of Sustainability at Snap, said: “As part of our ambitious ESG goals, we’re always looking for new opportunities to mitigate the environmental impact of our business.

“In working with Scope3, we now have a deep understanding about the emissions of our ad business and have the data required to work with brands to create media plans with carbon reduction in mind.

“Partnerships with organisations like Scope3, who’ve invested in building a comprehensive and granular map of carbon emissions across the ad ecosystem, are vital to establishing a sustainable future for digital advertising.”

Snap said it is committed to being kind to the planet. Partnerships with organisations like Scope3 are necessary for being able to accurately map the emissions of the ad industry and enable brands to create a plan for carbon reduction.