Good Loop

Talking can produce a lot of hot air – and the time for just talking about sustainability has passed.

The UK-based ad marketplace announced an additional $1.25 million in funding to supplement its $3 million Series A round, with the goal of attaining profitability.

The bad news: The internet as a whole has a larger carbon footprint than the entire airline industry (!!), and programmatic advertising is a contributor. The good news: “The extent to which people are aware of that and open to a conversion is changing at a phenomenally fast rate,” says Amy Williams, CEO and founder of sustainable advertising startup Good-Loop.

Following Russia’s invasion of Ukraine, the ad tech industry took steps to freeze Russian-owned media companies out of the advertising ecosystem. But programmatic technology continues to be used by parties on both sides of the conflict as a platform to conduct psychological warfare.

The term “sustainable marketing” calls to mind disposable bamboo razor handles from Schick, the promise McDonald’s made last year that by 2025 all Happy Meal toys will be made from environmentally friendly material and Coca-Cola’s plan to launch a new bottle made from 100% recycled plastic. But digital media has a carbon footprint, too. A big one.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ryan Cochrane, COO at Good-Loop.  The 2021 United Nations Climate Change Conference (COP26) is here. It’s a time for all of us to reflect on what we can do to […]