Purpose-led ad platform Good-Loop and Yahoo have announced a global partnership offering carbon neutral private marketplace (PMP) media opportunities to advertisers.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said becoming carbon neutral is an industry-wide challenge.
“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," she said.
"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.”
Amy Williams, CEO and founder of Good-Loop, said Yahoo’s robust DSP boasts both global reach as well as an expansive suite of tools helping advertisers make the most efficient buying decisions.
“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," she said.
"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.”
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