Sydney, Australia – Ad platform Good-Loop and Yahoo have recently announced a global partnership offering carbon neutral private marketplace (PMP) media opportunities to advertisers, in order to help them become more sustainable.
Through this partnership, advertisers and agencies buying through Yahoo’s DSP will now have access to the PMPs that rank in the top 25%, helping them ensure their ad campaigns are in line with their larger sustainability efforts.
Good-Loop achieves this by ranking domain in supply-side platforms (SSPs) based on their carbon score, allowing advertisers to easily find and buy low carbon emission supply, joining brands who are prioritising climate-friendly media with Good-Loop.
On the other hand, Yahoo recently introduced its direct-to-publisher platform, ‘Yahoo Backstage,’ which serves as a reliable MFA-free supply source on the open Web with ‘Made for Advertising’ (MFA) sites consuming 21% of all programmatic ad impressions, leading to significant waste and carbon emissions.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “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.”
Meanwhile, Amy Williams, CEO and founder, Good-Loop, commented, “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.”
