LONDON and NEW YORK and EDINBURGH, Scotland and CANNES, France, June 21, 2022 (GLOBE NEWSWIRE) — Global Ad Technology Platform good-loop today announced its partnership with Scope3, the source of truth for supply chain emissions data, under an agreement that enables digital marketers to easily measure, offset and reduce the total carbon footprint end-to-end of their programmatic advertising. Good-Loop, a Certified B Company, is on a mission to develop solutions that move the industry towards positive, climate-friendly advertising.
New partnership brings together Good-Loop’s existing green media technology, which tracks and offsets CO2 generated by specific ad campaigns, with Scope3’s supply chain emissions data, which provides end-to-end emissions accounting for every programmatic ad transaction. Together, these capabilities give marketers a comprehensive overview of the carbon emissions generated by their digital advertising and the ability to offset those emissions through investments in projects that eliminate CO2 of the environment.
Using a clear, personalized green dashboard, brands and agencies can monitor and minimize the carbon generated across their entire programmatic supply chain and compare their performance with the rest of the industry. Dashboard users can then integrate these data visualizations and insights into their media strategies and day-to-day processes to drive more sustainable media planning.
Through Good-Loop, advertisers can also reduce the environmental cost of their digital marketing through various global projects that prevent or remove carbon from the atmosphere. Good-Loop also enables brands and agencies to make their campaigns climate positive by investing more in various initiatives including tree planting and coral restoration.
A recent study revealed that in five years, more than three quarters of consumers will only want to buy brands that practice green advertising (source: Microsoft, Dentsu)the need for solutions that help advertisers minimize the environmental impact of all their digital marketing and stay on track to meet their net zero commitments has never been greater.
The electricity needed to power the $455 billion digital advertising industry contributes significantly to Adland’s heavy global carbon footprint. For example, 10 million video ad impressions can generate the same amount of CO2 that 5 people in the UK can manage in a whole year (source: Good-Loop). But this only takes into account the energy needed to serve an ad and not the full carbon footprint. Indirect delivery costs, such as content creation and the ad technology infrastructure needed to facilitate the journey of that ad, require a significant amount of CO2.
Using Scope3 data – which measures the energy needed to power the end-to-end supply path of print advertising, including the operational energy of each company in the chain and a vendor graph of each third-party call per device – to reinforce Thanks to Good-Loop’s green media technology, advertisers can now have an even more complete picture of their impact.
Amy Williams, CEO and Founder of Good-Loop, said, “I’m particularly proud of this partnership as it brings us closer to setting recognized international standards for the ad tech industry. With the climate crisis, industry-wide collaboration is our only hope and we have so much more to gain by working together than we could ever do alone.
Brian O’Kelley, Co-Founder and CEO of Scope3, said, “Good-Loop and Scope3 are both on a joint journey to decarbonize media and advertising. Through this exciting partnership, we hope to make accurate carbon measurement easy and actionable for everyone. There’s no doubt that the rise of programmatic commerce has revolutionized digital advertising, but it’s come at a cost to our planet. The path to net zero as an industry will require all of us to work together. The more we improve our measurements and align with greenhouse gas standards, the more impact we can have.
To learn more about Good-Loop’s green media solutions, click here.
David Waterhouse, Communications Director
E-mail: [email protected]
Good-Loop is a global advertising technology for a quality platform with a mission to improve advertising for consumers, brands and the planet.
Certified B Corps advertising formats drive engagement by converting people’s attention into donations to worthy causes around the world. The company’s green media solutions also allow advertisers to reduce the carbon footprint of their digital advertising.
The company, with offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful advertising that has real social and environmental impact, while driving business. and brands for advertisers.
The company has raised over $5 million for charities such as Save the Children, WaterAid and GOSH. Customers include Unilever, Nestlé, Levi’s, Bose and H&M.
In February 2022, the company closed a $6.1 million Series A funding round, led by a New York-based investment fund, Quaestus Capital Management (QCM)with additional support from Scottish companyimpact investor SIS companies and European ad tech funds First party capitalbringing the total ad tech investment for a good platform to $8.2m (£6m) since its inception in 2016.
Scope3 is the source of truth for supply chain emissions data. For organizations looking to make carbon-conscious business decisions, Scope3 is the standard that provides an accurate, comprehensive and independent emissions model for every business in the digital ecosystem. Scope3 enables the industry-wide use of Green Media Products (GMP), or carbon-neutral media, by measuring emissions and managing the purchase of high-quality carbon removal contributions.