Good-Loop, a purpose-led ad platform, has joined forces with Yahoo to introduce carbon-neutral private marketplace (PMP) media options for advertisers on a global scale. This partnership grants advertisers and agencies using Yahoo's demand-side platform (DSP) access to the top 25 percent of PMPs, as rated by Good-Loop's carbon scoring. This move allows advertisers to align their ad campaigns with their sustainability initiatives by selecting media options that have a lower carbon footprint.
The digital advertising sector consumes a substantial amount of computing power to facilitate the vast number of daily ad transactions, contributing significantly to global carbon emissions. It is estimated that a single ad impression produces one gram of CO2, resulting in approximately 13,860 metric tons of carbon emissions annually.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, emphasized the importance of sustainability in the industry, stating, "Becoming carbon neutral is an industry-wide challenge, and Yahoo is making sustainability a priority by offering advertisers access to more green media through our partnership with Good-Loop." She explained that Good-Loop's carbon scoring system provides advertisers with valuable insights into each publisher's carbon footprint, empowering them to make informed decisions regarding the environmental impact of their ad campaigns.
Advertisers can now identify and purchase low-carbon supply options, joining other environmentally conscious brands already working with Good-Loop, including General Mills, PepsiCo, Nestle, Unilever, and Toyota. Amy Williams, CEO and founder of Good-Loop, commended Yahoo's extensive DSP capabilities and its commitment to sustainability. She stated, "Together, we're bringing the industry one step closer to its sustainability goals, giving advertisers around the globe the power to minimize their carbon footprint by evaluating the carbon cost of their campaign when media planning."
By offering carbon-neutral advertising opportunities, this partnership between Good-Loop and Yahoo seeks to reduce the environmental impact of digital advertising while promoting sustainability in the industry.