Good-Loop, which describes itself as a"purpose-led ad platform," has several facets. It encourages consumers to watch video ads by having advertisers donate to charitable causes once the video ends. The company also offers a dashboard to help advertisers track the carbon impact of their digital ad campaigns — and offers a tool to help marketers block publishers that don't meet their sustainability standards. It's worked with advertisers including Knorr, Coca-Cola, and Unilever.
ESG has become increasingly important for advertisers when choosing their media partners as they look to fund a diverse range of content creators, journalists, and business owners that are forward-thinking about sustainability issues. Good-Loop is trying to become the"all-round responsibility partner," said Ashton of First Party Capital, which is an investor in the company.