Good-Loop and Yahoo partner to help advertisers minimise carbon emissions

• Industry is estimated to produce 13,860 metric tons of CO2 a year
• Carbon scoring will allow advertisers to pick low-carbon media opportunities

Purpose-led ad platform Good-Loop and Yahoo have announced a global partnership offering carbon neutral private marketplace (PMP) media opportunities to advertisers. Through this partnership, advertisers and agencies buying through Yahoo’s demand side platform (DSP) will now have access to the PMPs that rank in the top 25 percent based on Good-Loop's carbon scoring, helping them ensure their ad campaigns are in line with their larger sustainability efforts.

The digital advertising industry requires a massive amount of computing power to support the trillions of ad transactions that take place every day, making it a major driver of global carbon emissions. A single ad impression is estimated to generate one gram of CO2, amounting to 13,860 metric tons of carbon a year according to one calculation.

“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,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “Good-Loop’s carbon scoring provides advertisers with information about each publisher’s carbon footprint, allowing them to make more informed choices when it comes to the environmental impact of their ad campaigns. This improves the advertiser’s decision process, while also acting as an incentive for publishers to reduce carbon emissions, whether through supply path optimisation or improving infrastructure.”

 Advertisers will be able to find and buy low carbon emission supply, joining brands who are prioritising climate-friendly media with Good-Loop already, including General Mills, PepsiCo, Nestle, Unilever, and Toyota.

 “Yahoo’s robust DSP boasts both global reach as well as an expansive suite of tools helping advertisers make the most efficient buying decisions,” said Amy Williams, CEO and founder, Good-Loop. “Now, Yahoo is also driving the industry toward more sustainable advertising habits by expanding advertiser awareness of low emission PMPs—just one of several reasons we’re thrilled to partner with Yahoo. Together, we’re bringing the industry one step closer to its sustainability goals, giving advertisers around the globe the power to minimise their carbon footprint by evaluating the carbon cost of their campaign when media planning.”