Media technology

IAS integrates Good-Loop’s Green Media technology to offer carbon emissions measurement to digital advertisers

Advertisers will be able to seamlessly track the carbon emissions of their digital ad campaigns using IAS and Good-Loop data feeds

NEW YORK, September 20, 2022 /PRNewswire/ — Integral Advertising Science (Nasdaq: IAS), a global leader in digital media quality, today announced a global partnership with dedicated advertising platform Good-Loop that will enable advertisers to measure the carbon emissions generated by their digital advertising campaigns. The partnership will see Good-Loop’s carbon measurement solution integrated into IAS’ reporting platform, IAS Signal. The integration will allow advertisers to seamlessly track and view the end-to-end carbon footprint of their digital ads in the same way as other crucial metrics such as viewability. Good-Loop’s data feeds will allow advertisers using IAS’ Media Quality Platform to closely monitor and reduce the environmental impact of their advertisements throughout the campaign lifecycle.

Significant computing power is required to power the trillions of real-time auctions taking place across the length and breadth of the programmatic ecosystem, driving carbon emissions. According to Good-Loop online carbon calculatoran example of an ad campaign that costs $115,000 (£100,000) and produced 20 million impressions (at a CPM of $6) emits around 5.4 tonnes of carbon, almost a third of what an average US consumer and half of what a UK consumer produces in a year.

“Sustainability is a global priority for IAS and we believe it is our collective responsibility to have a lasting impact,” said Lisa Utzschneider, CEO, IAS. “Our partnership with Good-Loop will bring greater transparency to advertisers on climate change and provide them with the tools they need to reduce their carbon emissions. This partnership is a major step forward to further decarbonize digital media.

Good-Loop, a Certified B Company, is on a mission to develop simple solutions that move the industry towards positive, climate-friendly advertising. Good-Loop is a Certified Net Carbon Negative Company.

“IAS has been a leader in our industry for many years, helping to educate and equip our industry for an era of safer and more efficient media buying,” said Amy Williams, CEO and Founder of Good-Loop. “In fact, it’s a company that I took a lot of inspiration from when I started my own company. I’m really excited to partner with such a pioneering and forward-thinking company, as we work together to drive industry once again. Together, our integrated Green Media solution will enable advertisers around the world to realize their net zero commitments and bring about real and lasting change for generations to come.”

Sanofi, the global healthcare brand, and Omnicom Media Group (OMG), the leading media services provider, will participate in testing the carbon emissions tracker developed by IAS and Good-Loop.

“Sanofi’s Consumer Healthcare business will seek to challenge all marketing supply chain activities in line with our goal of building the road to carbon neutrality by 2030,” said Prasad Ghag, Global Head Media, Digital & Strategic Planning, Sanofi. “Beta testing the Carbon Tracker with IAS and Good-loop will be our starting point for understanding carbon emission levels across our media activities and will be critical in designing future media actions to contribute to our broader carbon reduction goals.”

OMG is the global media agency responsible for media planning and buying for Sanofi’s consumer healthcare brands.

“At OMG, sustainability is a priority and we take our collective responsibility to care for the planet seriously. We are pioneering solutions to help measure and ultimately reduce carbon emissions from business. media, and we are proud to support Sanofi on its equally ambitious journey,” said Charlotte BaxterGlobal Head of Digital and Operations, OMG.

In addition, earlier this year, the IAS committed to Vista’s Climate Commitment as well as Vista Equity Partners’ portfolio of companies. The commitment includes the measurement by IAS of its greenhouse gas (GHG) emissions and its annual reduction.

About Integral Advertising Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, by ensuring ads are viewable by real people, in safe and responsive environments, by enabling contextual targeting and optimizing the supply path. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers and platforms. We do this through data-driven technologies with real-time actionable signals and insights. Founded in 2009 and based in New York, IAS works with thousands of premium advertisers and publishers worldwide. For more information, visit

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About Good-Loop

Good-Loop is a targeted advertising platform with a mission to improve advertising for consumers, brands and the planet. Certified B Corps company creates turnkey products for advertisers to do good at scale. Good-Loop’s carbon-neutral advertising formats drive engagement by converting people’s attention into donations for good causes around the world. The company’s proprietary Green Media technology also enables advertisers to measure and reduce the carbon footprint of their digital advertising. The company, which has 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 a real social and environmental impact, while generating a significant increase in business and brand for advertisers. The company has raised more than $6 million for charities such as Save the Children, WaterAid, Make-A-Wish, NSPCC and WWF. Its clients include L’Oréal, Nike, Unilever, Levi’s, Adidas, Volvo and Mondelez. In February 2022the company closed a Series A funding round of $6.1Mdirected by New YorkInvestment Funds, Quaestus Capital Management (QCM)with additional support from Scottish companyimpact investor SIS companies and European ad tech fund First party capitalbringing full investment in advertising technology for a good platform $8.2M (£6 million) since its inception in 2016.

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SOURCE Integral Ad Science, Inc.

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