LoopMe reaches carbon neutrality years ahead of schedule


AI-based adtech LoopMe announced that it has reached net zero for Scope 1, Scope 2, and Scope 3 emissions, thereby becoming a carbon neutral advertising partner.

Working with third parties to independently measure carbon impact, LoopMe has reduced gross emissions per CPM delivered, or every 1,000 impressions an ad receives, by 87% compared to 2021, and has done so seven years ahead of the initial target date.

LoopMe carbon mission

In order to achieve this goal, LoopMe conducted a variety of internal carbon footprint reduction efforts, including 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.

“We are extremely proud to announce that LoopMe is among the first wave of adtech companies to have dramatically reduced all gross emissions, thereby achieving our goal to become a carbon neutral company – and we accomplished this milestone years ahead of schedule,” said Stephen Upstone, CEO and founder of LoopMe.

“Reaching carbon neutrality is a critical first step in giving back to the ecosystem we serve, and now our business sustainability efforts can empower our customers and partners to further reduce their carbon footprint.”

In partnership with sustainability consultancy, Ainsty Risk, LoopMe achieved its Net-Zero target seven years ahead of schedule.

The original goal was to reduce Scope 1, 2, and 3 emissions by 100% by 2030, from a 2021 base year, holding LoopMe to a 1.5c degree standard.

LoopMe accomplished this feat in April 2023, by taking steps across different elements of the business concurrently, including:

  • Migrating from hardware servers to Google Cloud, which is powered by renewable energy and provides a carbon dashboard to enable users to report on CO2 costs and more
  • Making all office infrastructure cloud-enabled to reduce electricity consumption
  • Consolidating the company’s office footprint, and instituting changes to travel policies and remote-work policies to incentivise green commuting
  • Offsetting their residual emissions by supporting community-based carbon avoidance projects

“We are proud to work with LoopMe on their migration to Google Cloud, the industry’s cleanest cloud,” said Adrian Poole, Director, UKI Digital Natives at Google Cloud.

“This collaboration will help LoopMe build a better, more environmentally-friendly ecosystem and supply chain for all of their clients and partners.”

LoopMe said it is also in discussions with all major accredited third-party verifiers of greenhouse gas inventories to corroborate the GHG inventory under SBTi standard so that the verified LoopMe GHG inventory could be publicly reported and shared directly with key stakeholders.

Furthermore, LoopMe has been ramping up its development efforts to produce tools that enable carbon reduction by leveraging its AI capabilities. More information will be available on this at a later date.

“We are impressed by LoopMe’s ability to achieve carbon neutrality so far ahead of schedule,” said David Hirst at Ainsty Risk. “Their dedicated commitment to making this happen across the whole company is the definition of corporate citizenship.”