Yahoo and purpose-led ad platform Good-Loop have formed a global partnership to offer brands and advertisers carbon neutral private marketplace (PMP) media opportunities, aiding them in becoming more sustainable. This comes at a time when the digital advertising industry, a primary driver of global carbon emissions due to its requirement of substantial power for ad transactions, is seeking to reduce its carbon footprint and advance towards carbon neutrality.

Through this partnership, buyers on the Yahoo DSP can access PMPs that rank in the top 25 percent, accompanied with details about the carbon footprint of a publisher, which are determined by Good-Loop's carbon scoring system. This enables advertisers and agencies to thoroughly understand the environmental impact of their ad campaigns and make informed choices, consequently ensuring their campaigns align with their green efforts.

Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, highlighted that becoming carbon neutral is a significant industry-wide challenge. "Yahoo is making sustainability a priority by offering advertisers access to more green media through our partnership with Good-Loop," she said. The Good-Loop’s carbon scoring provides information about each publisher’s carbon footprint, helping advertisers make eco-conscious choices and motivating publishers to reduce carbon emissions.

In the pursuit of more sustainable advertising behaviours, brands can now easily discover and purchase low carbon emission supply alongside major names such as General Mills, PepsiCo, Nestle, Unilever, and Toyota who are already prioritising climate-friendly media with Good-Loop.

Amy Williams, CEO and founder of Good-Loop, commended Yahoo for its extensive reach and sophisticated suite of tools. "Yahoo is also driving the industry toward more sustainable advertising habits by expanding advertiser awareness of low emission PMPs," she said. Williams expressed excitement regarding the partnership with Yahoo, which she believes helps inch the industry closer to sustainability targets by allowing advertisers to consider the carbon cost of their campaigns during media planning.

Yahoo is pressing ahead with its commitment to sustainability through its recently launched direct-to-publisher platform, Yahoo Backstage. Recognised as the “largest Made for Advertising (MFA)-free supply source on the open Web” by Jounce Media, Yahoo Backstage aims to reduce media waste and its environmental impact. MFA sites account for 21% of all programmatic ad impressions, leading to substantial waste and carbon emissions.

This partnership between Yahoo and Good-Loop indicates a promising step towards achieving sustainable practices within the digital advertising industry and presents a potential solution to its substantial carbon footprint.