Through this partnership, Captify will gain access to Good-Loop‘s proprietary Green Media technology, enabling brands and agencies to measure the carbon emissions generated by their digital ads in real time.

According to Good-Loop’s carbon calculator, the average online ad campaign emits 5.4 tons of carbon dioxide, half of the annual impact of one person in the UK. This happens through ad serving infrastructure, real-time bidding, data centres and data transmission, all of which use large amounts of energy. 

This comes on the backdrop of the growing need for environmental, social, and governance (ESG) reporting in the UK. As of now, companies with an annual turnover of over £500m or with over 500 employees, need to disclose ESG findings. 

This means there is a growing need for companies of this size who are running digital ad campaigns to find a way to accurately report, and minimise the environmental impact of the campaign. 

“Now comes the good part – working with our clients to move toward net-zero with offerings that measure and reduce emissions without sacrificing performance,” said Fiona Salmon, global VP of partnerships at Captify.

Advertisers will now be able to track the carbon footprint of their digital campaigns using a customised dashboard. Furthermore, the partnership will provide access to Good-Loop’s solutions designed to help advertisers reduce emissions through education and analysis.

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A survey by Good-Loop found that 76% of marketers believe the ad industry is not doing enough as it is to address the carbon cost of their ad campaigns. In comparison, over half of marketers in the survey said their organisation has plans to be net-zero in its operations, leaving a large number of organisations to benefit from these insights. 

“I’m really excited to be partnering with Captify and helping them to deliver more carbon-efficient campaigns for their clients. Their commitment to decarbonisation and driving down emissions will help to create a more positive, sustainable ad ecosystem,” said Claire Gleeson-Landry, head of investment and sustainable media at Good-Loop.