Good-Loop
Good-Loop is an Edinburgh- and London-based ad tech company that converts digital video ad spend into charitable donations via engagement-driven "Watch to Donate" formats and provides GMSF-based carbon measurement (Good Measures) embedded in IAS and major DSPs, serving agencies and enterprise brand advertisers.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Good-Loop does
Good-Loop is an Edinburgh-founded, London-headquartered ad technology company (registered as Good-Loop Ltd, Scottish company no. SC548356) that operates a purpose-driven digital advertising platform serving agencies and large brand advertisers. The company's core product is the Good Engagement Platform, which transforms standard video ads into engagement-incentivized formats — including Watch to Donate and Don't Skip to Donate — in which viewers unlock charitable donations by choosing to watch an ad in full; the platform reports outcomes such as 3.7 seconds of active attention (2 seconds above industry standard), +21% brand consideration, +75% brand recall, and over $11 million routed to charitable causes since launch.
Good-Loop has expanded beyond engagement video into a sustainability-measurement product line called Good Measures, a carbon scoring suite built on the Global Media Sustainability Framework (GMSF) that assigns each ad impression a unique carbon signature using over 100 variables. Good Measures is integrated into Integral Ad Science (IAS) and accessible within major DSPs, enabling advertisers to measure and reduce digital-ad emissions alongside viewability and brand-safety metrics. Additional offerings include Good Packages (curated values-aligned media inventory across 100+ publishers including Bloomberg Green, National Geographic, and EcoWatch) and the Good-Media Academy, a CPD-certified educational platform launched in 2024.
The company operates a sales-led go-to-market with dedicated teams for agencies and brands, complemented by direct sales, self-serve options, and DSP/IAS channel partnerships. Revenue is generated through programmatic advertising, Good Engagement platform fees, and Good Measures subscriptions, though pricing is quote-based and not publicly disclosed. Good-Loop has raised a disclosed £4.5M Series A (2022, led by Quaestus Capital Management) plus prior seed rounds and an April 2024 SEC exempt offering of $434,285; the company is B Corp certified since 2019 (current score 96.9), holds SBTi-certified Net Zero targets, and won Digiday's Best Sustainable Ad Tech award in 2023.
Good-Loop firmographics
Firmographics- Name
- Good-Loop
- Legal name
- Good-Loop Ltd
- Website
- https://good-loop.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Good-Loop is an Edinburgh- and London-based ad tech company that converts digital video ad spend into charitable donations via engagement-driven "Watch to Donate" formats and provides GMSF-based carbon measurement (Good Measures) embedded in IAS and major DSPs, serving agencies and enterprise brand advertisers.
- Ownership category
- akta.pro rank
Good-Loop industry classification
Industry- Product category
- Digital Advertising Technology
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830), Other Services Related to Advertising (541890)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)
- akta.pro secondary industries
- PR, Reputation Management & Earned Media Platforms (BPAMALAO), Creator Analytics, Measurement & Attribution Platforms (MPACABAJ)
Keywords
Where Good-Loop is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Good-Loop business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising: Good-Loop generates revenue through programmatic video advertising where brands pay to serve ads through their platform. The platform connects advertisers with publishers through their Good Engagement formats.
- Good Engagement Platform Fees: Revenue is generated through brands and agencies paying to use the Good Engagement platform, which includes Watch to Donate and View to Donate formats that incentivize viewers and generate donations to charitable causes.
- Carbon Measurement Services: Good Measures technology is integrated into IAS and major DSPs, enabling carbon measurement services for advertisers seeking to understand and reduce their media emissions.
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Good-Loop product offering
Product offeringCore offering
Good-Loop operates an ad tech platform that enables brands and agencies to run engagement-driven video advertising campaigns in which viewers unlock charitable donations in exchange for watching or not skipping the ad (Watch to Donate and Don't Skip to Donate formats). The platform is complemented by Good Measures, a carbon measurement and reduction suite built on the Global Media Sustainability Framework (GMSF) and integrated with IAS and major DSPs, allowing advertisers to measure and reduce the carbon footprint of their digital campaigns. The offering is sold primarily to enterprise brand advertisers and media agencies, with reach through 100+ ethical publisher partnerships.
Product overview
Good-Loop operates as a multi-module ad technology platform consisting of three core products: the Good Engagement Platform (the primary offering enabling purpose-driven video advertising formats where viewers earn charitable donations), Good Measures (carbon measurement and optimization technology integrated with IAS and DSPs), and Good Packages (curated media packages). The platform also includes Good-Media Academy for industry education. The architecture combines engagement-driven ad formats (Watch to Donate, Don't Skip to Donate) with sustainability measurement capabilities, all certified by the proprietary Good Engagement Mark. The company has raised over $11 million for good causes and achieved measurable performance metrics including 3.7s active attention and up to 75% brand recall improvement.
Differentiator
Problem solved
Functional benefit
Brands
- Good Engagement platform: The core advertising platform that enables brands to create ads that drive engagement and positive impact.
- Good Measures
- Good-Media Academy
Products and services
- Good Engagement Platform The Good Engagement Platform is Good-Loop's core ad tech product, enabling brands and agencies to run purpose-driven video advertising campaigns in formats such as Watch to Donate and Don't Skip to Donate, where viewers unlock charitable donations by engaging with ads. The platform delivers 3.7s of active attention, +21% brand consideration, +75% brand recall vs. control, and supports campaign execution across YouTube, CTV, and programmatic video.
- Good Measures Good Measures is Good-Loop's carbon measurement and reduction technology for digital advertising. It uses 100+ variables to produce unique carbon signatures per ad impression, aligned with the Global Media Sustainability Framework (GMSF), and is integrated with IAS and major DSPs so advertisers can measure, understand, and reduce media emissions alongside viewability and brand safety.
- Good Packages (Good Curation) Good Packages (also called Good Curation) are curated media packages that enable brands to reach values-aligned audiences through carbon-efficient media, quality journalism, or underrepresented and allied press publishers (e.g., Bloomberg Green, National Geographic, EcoWatch).
- Good-Media Academy Good-Media Academy is a certified educational platform offering CPD-certified courses (including 'Decarbonise Your Digital Media') that teach agency professionals the principles of Good-Media, sustainable media planning, and carbon reduction in digital advertising.
Quantifiable outcome
- 3.7 seconds of active attention per ad, 2 seconds longer than industry standard
- +10 more outcomes
Companies that use Good-Loop
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles3 records
Good-Loop technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature6 records
Good-Loop partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- IAS (Integral Ad Science)coreGood Measurement technology is integrated into IAS, allowing advertisers to easily measure media emissions alongside viewability and brand safety metrics in a unified platform.
- Major DSPscoreGood Measures is accessible in major DSPs (Demand-Side Platforms), enabling advertisers to find and fund publishers with more efficient carbon performance and less ad waste directly within their trading workflows.
- ZenithcoreAgency partner for the Vanish autism awareness campaign, partnering with Good-Loop to run View to Donate format for Ambitious About Autism.
- EssenceMediacomcoreAgency partner for Canesten's Watch to Donate campaign, working with Bayer and Good-Loop to drive engagement around women's health.
- Performics at StarcomcoreAgency partner for ASICS mental health campaign on YouTube and CTV, running self-serve Watch to Donate format across four European markets.
- Bayer Consumer HealthcoreBrand partner for Canesten's purpose-driven campaign, using Good-Loop's Watch to Donate format to raise awareness for women's health while building brand affinity.
- Ambitious About AutismcoreCharity beneficiary of Vanish's View to Donate campaign, receiving £25,000 donation while supporting autism awareness dialogue.
- MindcoreMental health charity beneficiary of ASICS Watch to Donate campaign, receiving donations when viewers watched the full ad.
- Young Women's TrustcoreWomen's health charity partner for Canesten campaign, receiving funding and visibility through Good-Loop's advertising model.
- Bloomberg GreenminorQuality journalism publisher partner featured in Good Curation packages, providing carbon-efficient media inventory.
- National GeographicminorQuality journalism publisher partner featured in Good Curation packages, providing carbon-efficient media inventory.
- EcoWatchminorSustainability-focused publisher partner featured in Good Curation packages, providing values-aligned media inventory.
- Better Business NetworkcorePartnership powering the 'Decarbonise Your Digital Media' course in Good-Media Academy, distilling Adland's role in the climate crisis.
- Purpose DisruptorscoreCo-founder Jonathan Wise from Purpose Disruptors is a speaker in Good-Media Academy, contributing expertise on sustainable advertising.
- Ad Net ZerocoreGood-Loop is a member of Ad Net Zero. Rachel Schnorr, Membership Director at Ad Net Zero, is a speaker in Good-Media Academy.
- Quaker OatscoreGood-Loop helped Quaker Oats make their brand story memorable and impactful while supporting Feeding America charity partner.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Good-Loop competitors and assessment
Company assessmentEmerging players
- Permutive: Permutive is a publisher data and audience platform enabling privacy-first targeting and activation. It is an emerging player in the publisher-side ecosystem that intersects with Good-Loop's Good Curation packages for values-aligned inventory.
- Captiv8: Captiv8 is a creator marketing and engagement platform connecting brands with influencers. It overlaps with Good-Loop's purpose-driven engagement model but focuses specifically on creator-led campaigns rather than traditional video ad inventory.
Broad incumbents
- Zefr: Zefr provides brand suitability and contextual targeting for video advertising on platforms like YouTube and TikTok. It is a broader incumbent in video ad verification, adjacent to Good-Loop's engagement and measurement offerings.
- DoubleVerify: DoubleVerify is a global leader in digital media measurement, specializing in viewability, brand safety, and fraud detection. It competes broadly with IAS and is expanding into sustainability/category adjacency, intersecting with Good Measures' measurement value proposition.
- Integral Ad Science (IAS): IAS is a leading global media measurement and optimization platform providing viewability, ad fraud, brand safety, and — through its integration with Good-Loop — carbon measurement. It is both a partner and a broader incumbent whose suite overlaps Good Measures' capabilities.
- Teads: Teads is a global video ad tech platform serving premium publishers and advertisers with outstream video formats. It is a broader incumbent in engagement-focused video advertising, overlapping with Good-Loop's Watch-to-Donate formats at scale.
Direct peers
- SeenThis: SeenThis is a video streaming ad tech platform that emphasizes lightweight, sustainable ad delivery. It competes with Good-Loop's Good Engagement platform in purpose-driven, engagement-focused video advertising with sustainability benefits.
- AdGreen: AdGreen provides carbon footprint measurement and reduction tools specifically for advertising production and media. It is a direct competitor in sustainability-focused ad tech, targeting advertisers and agencies seeking to measure campaign emissions.
- Lumen Research: Lumen Research provides attention measurement for digital advertising using eye-tracking technology. It is a direct competitor in the attention-and-engagement measurement space, where Good-Loop competes on active attention metrics.
- Scope3: Scope3 is the leading independent carbon measurement platform for digital advertising and media. It directly competes with Good-Loop's Good Measures suite, offering emissions measurement and reduction tools across the programmatic ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Good-Loop social profiles
Digital presenceGood-Loop compliance and trust
Trust signalCompliance4 records
Good-Loop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good-Loop leadership team
Management profileNumber of profiles
Profiles7 records
Good-Loop funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good-Loop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good-Loop
What does Good-Loop do?
Good-Loop operates an ad tech platform that enables brands and agencies to run engagement-driven video advertising campaigns in which viewers unlock charitable donations in exchange for watching or not skipping the ad (Watch to Donate and Don't Skip to Donate formats). The platform is complemented by Good Measures, a carbon measurement and reduction suite built on the Global Media Sustainability Framework (GMSF) and integrated with IAS and major DSPs, allowing advertisers to measure and reduce the carbon footprint of their digital campaigns. The offering is sold primarily to enterprise brand advertisers and media agencies, with reach through 100+ ethical publisher partnerships.
Is Good-Loop a public or private company?
Good-Loop is a private company. It is classified as venture growth investor backed and is currently operating.
When was Good-Loop founded?
Good-Loop was founded in 2019. It employs 11 to 50 people.
Where is Good-Loop based?
Good-Loop is headquartered in London, United Kingdom, in the Europe region.
How does Good-Loop make money?
Three revenue lines are on record. Programmatic Advertising is the primary driver. The others are good Engagement Platform Fees and carbon Measurement Services.
Who are Good-Loop's main competitors?
Emerging players on record are Permutive and Captiv8. Broad incumbents are Zefr, DoubleVerify, Integral Ad Science (IAS) and Teads. Direct peers are SeenThis, AdGreen, Lumen Research and Scope3.
Does Good-Loop have an API?
No public API is recorded for Good-Loop.
What industry is Good-Loop in?
Good-Loop's product category is Digital Advertising Technology. Its primary akta.pro industry code is BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio), with a secondary code of BPAMALAO, PR, Reputation Management & Earned Media Platforms. Its NAICS code is 54181 and its SIC code is 7311.