Good-Loop
Good-Loop is a purpose-led adtech linking media performance, donations and carbon measurement.
Analyst Perspective
Good-Loop is a private adtech company that provides a purpose-led advertising platform, sustainability measurement software and curated media services for advertisers and agencies. Its core offer links ad engagement to charitable donations, while its Good Measures product quantifies the carbon impact of digital advertising and its Good Curation service packages values-aligned media inventory. Customers appear to be brand marketers, media agencies, publishers and sustainability teams rather than end consumers. The business makes money through a mix of media spend flowing through its ad platform, managed-service fees for curated media packages and likely software or licensing revenue from its measurement suite. Its positioning is differentiated by combining campaign performance, ethical media selection and ESG reporting into one commercial proposition, but it still operates in a competitive market alongside larger native, discovery and programmatic vendors.
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Key insights about Good-Loop
Category Differentiation
Good-Loop is not a charity itself or a consumer donation app; it is a B2B advertising and measurement company. It is also distinct from generic native ad networks because its proposition centres on donation-linked engagement and campaign carbon measurement.
Good-Loop: About
Good-Loop operates a hybrid adtech and services model. It creates value by helping brands run digital campaigns that aim to improve engagement and attention while embedding charitable giving and sustainability reporting into media execution. The company appears to combine proprietary campaign technology, impression-level measurement and managed inventory curation, allowing clients to buy media, assess environmental impact and align campaigns with social values through one vendor.
How Good-Loop Works & Monetises
Business model analysis and core revenue streams
The company primarily monetises through campaign budgets transacted through its advertising platform, where it likely retains a platform or media margin. It also appears to generate SaaS or licence-style revenue from Good Measures, which functions as a measurement and analytics product, and service fees from Good Curation, which is a managed media packaging offer. Overall, the monetisation mix blends percentage-based media economics with software access and managed-service revenue.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Good-Loop)
Impact & Sustainability Report 2024
Transparency is key to driving change. See how Good-Loop continues to harness the scale, influence and power of the advertising industry as a force for good.
Read original sourceUntangling Advertising’s Carbon Contribution
Advertising’s carbon footprint is debated. A report from the Advertising Association notes improving public perception of ads’ social value in the UK (44% believe ads drive positive change; 34% say ads help sustainable purchases). Yet campaigns emit carbon: Good-Loop estimates the average online ad campaign releases about 5.4 tonnes of CO2, more than a typical car’s annual emissions. Some argue emissions should include emissions from products sold because of ads; others contend advertising can reduce emissions by steering consumers to greener options. The piece traces foundational work since 1997 by Simon Broadbent and subsequent IPA Databank contributors Tim Broadbent, Les Binet, and Peter Field, which largely show ads drive brand share rather than market growth. Voices like Bridget Angear and Stephen Woodford discuss substitution effects and EV-focused aspirational messaging. Emissions from ad delivery networks (ANA cites campaigns across tens of thousands of sites) and the role of supply-chain optimization are noted, alongside climate mis/disinformation monetization (CAAD) and underfunded climate content. The article calls for better measurement and transparency.
Read original sourceScope3 Product Announcements: Key Themes
The article analyzes Scope3’s recent product announcements as Brian O’Kelley pivots Scope3 back into ad tech. It outlines six themes derived from the disclosures: 1) AI for the open web, enabling context and safety evaluation at scale; 2) the end of traditional keywords and taxonomies in favor of AI-driven targeting; 3) curation as anti-SPO (Supply Path Optimization), with Scope3’s agentic approach; 4) portable custom algorithms across buy- and sell-side platforms; 5) Scope3’s pivot away from carbon measurement toward broader ad-tech initiatives; and 6) ongoing innovation opportunities in advertising despite disruption from AI. Notable product mentions include a brand safety product using custom-trained AI, and a SPO-in-a-box and an agentic AI agent (both not yet available). The piece situates Scope3 among peers and market context, highlighting potential industry shifts rather than declaring guaranteed outcomes.
Read original sourceGood-Loop: Frequently Asked Questions
What is Good-Loop?
Good-Loop is a B2B adtech company offering purpose-led advertising, carbon measurement and curated ethical media services.
Who uses Good-Loop?
Advertisers, brand marketers, media agencies, publishers and sustainability teams use its products and services.
How does Good-Loop make money?
It earns revenue from media spend flowing through its platform, software-style fees for measurement tools and managed-service fees for curated media packages.
Company Facts
- Founded
- 2016
- Headquarters
- 447 Broadway, The Farm Soho, 2nd & 3rd Floor, New York, NY 10013, US
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- good-loop.com