LoopMe joins Ad Net Zero to boost sustainable advertising


LoopMe, a technology company that uses artificial intelligence (AI) to improve brand advertising performance, has joined Ad Net Zero, the climate action programme to help advertising tackle the climate emergency by decarbonising ad operations and accurately promote sustainable products and services.

LoopMe and Ad Net Zero

LoopMe will be a “Supporter” alongside a diverse range of companies, including tech giants such as Amazon, Google and Meta; agencies such as dentsu, Publicis Groupe, and Omnicom Group; adtech companies like PubMatic; and industry associations, such as ANA and IAB; and more.

“We are delighted to have LoopMe amongst our supporters, especially given their recent stated contributions to advertising sustainability, both within their own business operations by achieving carbon neutrality and by enabling more sustainable practices industry-wide with their marketplace that reduces carbon emissions for partners,” said John Osborn, Ad Net Zero US Director.

“LoopMe embodies the Ad Net Zero mission of modelling and empowering advertising sustainability practices through decarbonisation.”

By joining Ad Net Zero, LoopMe is committing to following the group’s five-step plan:

  • Reduce emissions from advertising business operations
  • Reduce emissions from advertising production
  • Reduce emissions from media planning and buying
  • Reduce advertising emissions through awards and from events
  • Harness advertising’s power to support behaviour change

“We have worked arduously to prioritise sustainability as a tenet of our business and to offer more sustainable technology options to our advertising industry partners,” said Stephen Upstone, CEO and founder of LoopMe.

“We are thrilled to have achieved significant momentum with our advertising sustainability initiatives, and are looking forward to leveraging Ad Net Zero’s guidance to further elevate our impact as an evangelist for doing right by our planet.”

LoopMe’s dedication to Ad Net Zero comes on the heels of another sustainability milestone announced in May 2023 in which the company achieved carbon neutrality seven years ahead of schedule.

This was accomplished through a combination of internal carbon footprint reduction efforts, such as maximising cloud efficiencies through migration of data centres to renewable-powered sites, including Google Cloud; reducing electricity consumption; establishing environmentally-geared HR policies; and investing in high-quality carbon removal projects.

LoopMe also recently launched its sustainable Intelligent Marketplace, delivering a fully certified, green-by-design supply path for its global partners.

The sustainable marketplace personalises demand-side traffic shaping, thereby dynamically filtering out 98% of supply that won’t receive a bid.

This creates a 40x increase in DSP buying efficiency and dramatically reduces carbon emissions for partners.

As the business community prepares for the rollout of global business sustainability disclosure standards in 2024, LoopMe will continue to enable the advertising ecosystem to meet objectives through a sustainable lens with additional sustainability initiatives to be announced throughout 2023.