Snap, the parent company of Snapchat, has announced a partnership with Scope3, a sustainability platform that measures advertising emissions. The collaboration aims to understand and reduce the carbon footprint of Snap's advertising. This marks Snap as the first messaging platform to directly contribute data to Scope3's emissions model.

Scope3's platform visualises and measures advertising emissions across the entire ad ecosystem. 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).

Snapchat, in particular, ranks as the most carbon efficient among similar apps, being 39% more efficient than others in the category and about 60% more efficient than programmatic advertising. Snapchat is also the first to contribute additional data for its unique ad formats, both Video and Augmented Reality.

"Our partnership with Snap is significant as it is the first messaging platform to directly contribute data to Scope3�s emissions model. This will help brands and their agencies better understand the carbon footprint of Snapchat�s advertising options, with measurement a critical first step in building a sustainable future for the digital advertising industry," said June Cheung, Head of JAPAC at Scope3.

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 the coming weeks.

"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 organizations 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," said Nana Wilberforce, Head of Sustainability at Snap.

This partnership signals a significant step towards a more sustainable future for the digital advertising industry, with Snap leading the way in carbon efficiency and transparency.