Yahoo is teaming up with online advertising firm Good-Loop to help advertisers minimize carbon emissions and address sustainability concerns.
The digital advertising industry is currently requiring huge amounts of computing power to support the trillions of ad transactions that take place every day. This makes the industry a major driver of global carbon emissions.
Under the pact, the two companies will offer carbon-neutral private marketplace (PMP) media opportunities to advertisers to help them become more sustainable. Yahoo will use Good-Loop’s carbon scoring system, which ranks domains in supply-side platforms (SSPs) based on their carbon score.
Through this partnership, advertisers and agencies buying through the Yahoo demand-side platform (DSP) will now have access to the PMPs that rank in the top 25 percent, helping them ensure their ad campaigns are in line with their larger sustainability efforts.
“Becoming carbon neutral is an industry-wide challenge, and Yahoo is making sustainability a priority by offering advertisers access to more green media through our partnership with Good-Loop,” 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.”
The executive further said: “This improves the advertiser’s decision process, while also acting as an incentive for publishers to reduce carbon emissions, whether through supply path optimization or improving infrastructure.”
Through the pact, advertisers can now join brands other brands that are prioritizing climate-friendly media with Good-Loop including General Mills, PepsiCo, Nestle, Unilever, and Toyota.
“Yahoo’s robust DSP boasts both global reach as well as an expansive suite of tools helping advertisers make the most efficient buying decisions,” Amy Williams, CEO and founder of Good-Loop, said. “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 minimize their carbon footprint by evaluating the carbon cost of their campaign when media planning.”
Furthering its sustainability commitment, Yahoo recently introduced its direct-to-publisher platform Yahoo Backstage, which has been recognized by Jounce Media, a source for definitions of inventory quality standards, as the “largest MFA-free supply source on the open Web.”
“Made for Advertising” (MFA) sites consume 21% of all programmatic ad impressions, leading to significant waste and carbon emissions. By delivering premium, MFA-free content, Yahoo is leading the charge on reducing media waste and its environmental impact.
