Ad For Good®
Ad For Good® is a purpose-driven advertising certification platform that enables brands to pledge ≥1% of media budgets to vetted NGOs, supported by an AI-powered brand-cause matching tool (Brand Explorer AI) and a direct-to-cause donation model.
- Company typePrivate
- Founded2017
- HeadquartersEdinburgh, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Ad For Good® does
Ad For Good® is a purpose-driven advertising certification platform operated by The French Kids LP, a UK-registered Limited Partnership headquartered in Edinburgh. The company provides a certification label (Ad For Good® Label) for advertising campaigns in which brands pledge at least 1% of their media budget to vetted social or environmental causes; certified campaigns receive an official badge across video, static, banner, DOOH, and audio placements, with enriched creative assets delivered within 24 hours. The company rejects certain categories (oil & gas, ICE vehicles) to mitigate greenwashing risk and operates a non-revenue-share model where pledged funds flow directly from advertiser to cause partner. Its second product, Brand Explorer AI, is an AI-powered recommendation tool that matches brands with aligned NGOs, awareness dates, and CSR examples based on industry, values, and messaging, supported by proprietary impact mapping and daily-updated industry data.
The platform serves two distinct customer cohorts: (i) brands and advertisers who license the Ad For Good® Label on a custom enterprise basis with pricing dependent on country coverage and media formats, and (ii) brand strategists, CSR teams, agencies, and creatives who subscribe to Brand Explorer AI on self-serve monthly/annual tiers priced between $6 and $19 per month. Ad For Good® maintains a dual-track dashboard that reports both business KPIs (CTR, CPA, ROAS, brand lift, CLV) and social impact metrics (donations raised, beneficiaries reached, programs funded). The company has supported over 1,000 impact-driven projects since 2017 through an NGO network that includes WWF, UNICEF, Jane Goodall Institute, WeForest, and GoodPlanet Foundation, and reports marquee brand clients including L'Oréal, Danone, Publicis, Condé Nast, Mattel, Deezer, Mars, Intermarché, and La Banque Postale.
The business operates a hybrid go-to-market combining product-led growth (self-serve Brand Explorer AI) with enterprise field sales (custom Ad For Good License via 45-minute strategy sessions) and inside sales (demo CTAs, contact forms with sub-4-hour reply). Go-to-market partnerships with media owners and agencies including Publicis, CNN Advertising EMEA, and Marie Claire Group serve as both distribution channels and credibility anchors. The company operates as a remote-first organization with a small team (approximately 5 employees), holds registered trademarks for "Ad For Good®" and "Boon.Today®", and has won innovation recognition at VIVA Technology Paris in 2018 and 2019 and the Publicis Positive Media Project laureate award in 2025.
Ad For Good® firmographics
Firmographics- Name
- Ad For Good®
- Legal name
- The French Kids LP
- Website
- https://adforgood.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ad For Good® is a purpose-driven advertising certification platform that enables brands to pledge ≥1% of media budgets to vetted NGOs, supported by an AI-powered brand-cause matching tool (Brand Explorer AI) and a direct-to-cause donation model.
- Ownership category
- akta.pro rank
Ad For Good® industry classification
Industry- Product category
- Advertising Certification Software
- NAICS
- Advertising Agencies (54181), Other Services Related to Advertising (54189)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)
- akta.pro secondary industries
- Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG), Performance Creative & Ad Production (Dynamic/Iterative) (BPAFACAI)
Keywords
Where Ad For Good® is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ad For Good® business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Brand Explorer AI Subscriptions: Monthly or annual subscription plans for AI-powered brand-cause matching tool. Three tiers available with increasing seat counts and features. Recurring subscription revenue with annual plans offering 20% savings.
- Ad For Good License: Custom licensing fee for full Ad For Good label certification. Pricing depends on factors such as country coverage and media formats. Fixed subscription fee with unlimited campaigns during subscription term. No cut taken from donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic - Exploring first cause-brand fit |
| Subscription | Monthly | Team - Most Popular for marketers building purposeful brand strategy |
| Subscription | Monthly | Studio - For teams managing multiple brands or clients |
| Subscription | Annual | Ad For Good License - Custom enterprise pricing |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
Ad For Good® product offering
Product offeringCore offering
Ad For Good® certifies purpose-driven advertising campaigns under its registered label, requiring brands to pledge at least 1% of their media budget to vetted NGOs and causes, and enriches campaign assets across video, static, banner, DOOH, and audio formats with delivery within 24 hours. It also sells Brand Explorer AI, a SaaS subscription that uses AI-powered matching to align brands with causes, NGOs, and global awareness dates. Enterprise clients obtain full Ad For Good® License access with custom pricing based on country coverage and media formats, supported by a dual dashboard that tracks marketing KPIs and social impact metrics side by side.
Product overview
Ad For Good® operates as a purpose-driven advertising certification platform consisting of two main products: the Ad For Good® Label (core certification platform) and Brand Explorer AI (add-on AI-powered tool). Brands pledge at least 1% of their media budget to vetted causes and receive certification. Brand Explorer AI helps brands discover aligned NGOs and causes, while the full License enables official label activation and impact tracking. Campaign enrichment services and a dual-track reporting dashboard complement the offering. Pricing includes subscription tiers for Brand Explorer AI (Basic $6/mo, Team $9/mo, Studio $19/mo) and custom pricing for the full Ad For Good® License based on campaign scope.
Differentiator
Problem solved
Functional benefit
Brands
- Brand Explorer AI: AI-powered tool for brand-cause matching and CSR strategy alignment
Products and services
- Ad For Good® Label Registered certification label for purpose-driven advertising campaigns. Brands pledge at least 1% of their media budget to vetted social or environmental causes, and certified campaigns receive the Ad For Good badge for use across all placements, amplifying campaign meaning while maintaining digital performance.
- Brand Explorer AI AI-powered SaaS tool that helps brands, agencies, and content creators discover and match with aligned causes, NGOs, and global awareness dates. Offers CSR insights, brand watch capabilities, real-time industry data, weekly trend alerts, and community access across Basic, Team, and Studio subscription tiers.
- Ad For Good® License Full certification license for the Ad For Good label that enables brands to officially activate the label and publicly track campaign impact. Pricing is custom, depending on factors such as country coverage and media formats, with unlimited campaigns during the subscription term and no commission taken on donations.
Quantifiable outcome
- +77% Captures Attention
- +10 more outcomes
Companies that use Ad For Good®
Customer profileNamed customers17 records
Segments5 records
Ideal customer profiles4 records
Ad For Good® technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Ad For Good® partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Inspiring GirlscoreNGO partner in Mattel Barbie campaign; Ad For Good certification enabled Mattel to fund workshops, leadership programs, and confidence-building sessions for over 2,000 girls in underserved communities through Inspiring Girls.
- Sport dans la VillecoreNonprofit helping underserved youth in France thrive through sports, mentorship, and job-readiness programs; Danone used Ad For Good to fund programs at Sport dans la Ville.
- Le Secours PopulaireminorFrench NGO supported by Intermarché through Ad For Good certified OOH/DOOH campaign during global pandemic.
- GoodPlanet FoundationcoreEnvironmental foundation partnered with Café Royal via M6 Publicité for TV campaign certified by Ad For Good.
- Le Refuge FoundationminorFoundation supported by L'Oréal through Marie Claire Group partnership certified by Ad For Good label.
- WeForestminorEnvironmental NGO partnered with startup Goodments through Ad For Good to help contain bushfires in Brazil.
- WWFminorFeatured as NGO partner in Ad For Good network; environmental conservation organization.
- UNICEFminorFeatured as NGO partner in Ad For Good network; child welfare organization.
- Jane Goodall InstituteminorFeatured as NGO partner in Ad For Good network; primate research and conservation.
- Les Restaurants du CoeurminorFeatured as NGO partner in Ad For Good network; food assistance charity.
- Marie Claire GroupcorePublisher enabling advertisers to activate efficient and transparent CSR turnkey systems through Boon.Today platform; Director Ali Koné endorses the partnership.
- CNN Advertising EMEAcoreBrand Director Laure De Louvencourt endorses Ad For Good as added value both ethically and commercially for CNN Group.
- PubliciscorePublicis Tel-Aviv VP Innovation & Biz Dev Oded Lavie has worked with Boon.Today for 2+ years; Publicis awards Ad For Good as Positive Media Project laureate 2025.
- M6 PublicitéminorFrench TV broadcaster launched new Ad For Good TV format with Café Royal connected to GoodPlanet Foundation.
- AmnetminorDigital marketing specialist acting as channel partner for Ad For Good campaigns.
- SparteominorAd For Good campaign optimization partner shown in partnerships section.
Scale indicators7 records
Recent moves6 records
Expansion highlights3 records
Ad For Good® competitors and assessment
Company assessmentBroad incumbents
- Havas: Global advertising group running the Meaningful Brands research program and serving as an Ad For Good customer. Competes through in-house purpose-marketing capabilities and broad media scale.
- Publicis Groupe: Major advertising holding company whose Positive Media Project recognized Ad For Good in 2025; operates purpose-marketing initiatives and agency networks that could build competing certification/measurement offerings.
- Kantar: Global marketing research and analytics firm that publishes the Meaningful, Havas-powered brand-purpose research Ad For Good cites. Competes on the measurement/analytics layer of purpose-driven campaigns.
- Nielsen: Marketing measurement and audience analytics giant whose ad-effectiveness data competes with Ad For Good's dual-dashboard; increasingly extending into outcome and ROI measurement for purpose-driven campaigns.
Emerging players
- Lumen Research: Attention technology and outcomes measurement provider for digital advertising. Comparable in the analytics/measurement layer Ad For Good relies on for its attention-capture claims (+77%).
- Playground xyz: Attention measurement platform providing brands with quantitative attention metrics on digital ads—an adjacent analytics offering to Ad For Good's certified-campaign performance claims.
Direct peers
- Scope3: Sustainability and emissions measurement platform for digital advertising, providing brands with verified environmental impact data. Comparable to Ad For Good's dual-dashboard but focused on carbon/emissions rather than cause donations.
- Goodvertising: Network of purpose-driven creative agencies producing cause-aligned advertising campaigns. Comparable mission and agency-side workflow to Ad For Good's NGO/brand matching platform.
- Media Bounty: UK-based purpose-driven media agency connecting brands with social and environmental causes via advertising campaigns. Overlapping customer base (e.g., F&B and European brands) and similar certification-style positioning.
- Good-Loop: Purpose-driven advertising platform that turns ad impressions into donations to charity for brands. Closest direct competitor to Ad For Good with the same brand-funds-cause mechanism and enterprise customer focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ad For Good® social profiles
Digital presenceAd For Good® financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ad For Good® leadership team
Management profileNumber of profiles
Profiles1 record
Ad For Good® funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ad For Good® 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 Ad For Good®
What does Ad For Good® do?
Ad For Good® certifies purpose-driven advertising campaigns under its registered label, requiring brands to pledge at least 1% of their media budget to vetted NGOs and causes, and enriches campaign assets across video, static, banner, DOOH, and audio formats with delivery within 24 hours. It also sells Brand Explorer AI, a SaaS subscription that uses AI-powered matching to align brands with causes, NGOs, and global awareness dates. Enterprise clients obtain full Ad For Good® License access with custom pricing based on country coverage and media formats, supported by a dual dashboard that tracks marketing KPIs and social impact metrics side by side.
Is Ad For Good® a public or private company?
Ad For Good® is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ad For Good® founded?
Ad For Good® was founded in 2017. It employs 1 to 10 people.
Where is Ad For Good® based?
Ad For Good® is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does Ad For Good® make money?
Two revenue lines are on record. Brand Explorer AI Subscriptions are the primary driver. The others are ad For Good License.
Who are Ad For Good®'s main competitors?
Broad incumbents on record are Havas, Publicis Groupe, Kantar and Nielsen. Emerging players are Lumen Research and Playground xyz. Direct peers are Scope3, Goodvertising, Media Bounty and Good-Loop.
Does Ad For Good® have an API?
No public API is recorded for Ad For Good®.
What industry is Ad For Good® in?
Ad For Good®'s product category is Advertising Certification Software. Its primary akta.pro industry code is MPAAAFAH, Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs), with a secondary code of MPAAALAG, Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness). Its NAICS code is 54181 and its SIC code is 7311.