The GoodNet
The GoodNet is a London-based media optimization company whose GoodIQ platform analyzes 200+ sustainability signals across Carbon, Content, Compliance, and Community to optimize programmatic ad campaigns for enterprise brands and agencies, with carbon-neutral delivery and a Dentsu-distributed Ethical Media Index.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What The GoodNet does
The GoodNet is a London-based sustainability-powered media optimization company founded in 2021 that operates the GoodIQ platform to integrate sustainability signals into the programmatic advertising optimization loop. Its core technology scores every domain and placement across four proprietary pillars — Carbon, Content, Compliance, and Community — analyzing 200+ data points that span carbon intensity, media quality (viewability, brand safety, ad fraud), editorial responsibility, DEI/social impact, and brand values alignment. The product portfolio includes GoodIQ Marketplace (curated PMPs via major DSPs or managed service), GoodIQ YouTube (transparent YouTube campaign management), GoodIQ Measure (pre-, mid-, and post-campaign insights), and GoodIQ API (programmatic access to the index dataset for integration into client-side planning and bidding tools).
The company serves enterprise brands and agencies — including Dentsu, Screwfix, Kinesso, Kia, EDF, Pinterest, Premier Inn, Heineken, giffgaff, Trainline, and Canada Goose — primarily through a managed service delivery model, with self-serve and API options for technical buyers. Revenue mechanics span subscription/recurring (Marketplace PMPs, API access), managed services (YouTube, full campaign execution), and professional services (custom studies). Reported customer outcomes include 27% reduction in CPC, 40% reduction in CPA, 18% improvement in attention, 35% increase in brand consideration, and 60%+ reduction in CO2 emissions per impression relative to baseline. The company is bootstrapped (THEGOODNET Ltd, Company No. 13551979), founder-owned (Ollie Deane, Guy Jones, with Charlotte Liddell as Director of Commercial), has 15 employees, and is operationally based at 12 Red Lion Square, London, with strategic data partnerships with Scope3 (carbon emissions) and Dentsu (Ethical Media Index).
The GoodNet firmographics
Firmographics- Name
- The GoodNet
- Legal name
- THEGOODNET Ltd
- Website
- https://wearethegoodnet.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The GoodNet is a London-based media optimization company whose GoodIQ platform analyzes 200+ sustainability signals across Carbon, Content, Compliance, and Community to optimize programmatic ad campaigns for enterprise brands and agencies, with carbon-neutral delivery and a Dentsu-distributed Ethical Media Index.
- Ownership category
- akta.pro rank
Where The GoodNet is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The GoodNet business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- GoodIQ Marketplace PMPs: Activates video, display, and CTV campaigns against GoodIQ-optimized inventory built for performance. Customizable PMPs bought through major DSPs with managed service option for end-to-end campaign execution.
- GoodIQ API Access: API access to full GoodIQ Index dataset covering Carbon, Content, Compliance and Community metrics across thousands of digital media properties. Enables integration into clients' own systems.
- GoodIQ YouTube Management: Managed service for channel-level, transparent YouTube campaigns, responsibly curated and optimized to deliver performance and sustainability goals.
- GoodIQ Measure: Pre-, mid- and post-campaign insights with client-specific studies produced by the Insight Team.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
The GoodNet product offering
Product offeringCore offering
The GoodNet is a media optimization company that puts sustainability signals (Carbon, Content, Compliance, Community) at the heart of digital campaign optimization. Its GoodIQ platform analyzes 200+ sustainability and quality signals across these four pillars to score every domain and placement, enabling real-time campaign optimization across video, display, CTV and YouTube. The company delivers campaigns through managed service, PMPs via major DSPs, and a GoodIQ API for direct data integration.
Product overview
The GoodNet operates as a sustainability-powered media performance company built around the GoodIQ platform. GoodIQ serves as the central intelligence layer, analysing 200+ sustainability and quality signals to optimise campaign delivery. The product portfolio includes four interconnected solutions: GoodIQ Marketplace for activating campaigns across curated inventory, GoodIQ YouTube for transparent YouTube buying, GoodIQ Measure for campaign insights, and GoodIQ API for direct data access. These solutions enable brands to align advertising strategies with sustainability goals while delivering measurable performance improvements, with documented outcomes including 27% reduction in CPC and 40% reduction in CPA.
Differentiator
Problem solved
Functional benefit
Brands
- GoodIQ: The sustainability-powered performance platform that puts sustainability signals inside the optimisation loop, analysing 200+ sustainability and quality signals to actively improve campaign performance across Carbon, Content, Compliance, and Community pillars.
- GoodIQ Optimise
- GoodIQ YouTube
- GoodIQ Measure
- GoodIQ API
- GoodIQ Marketplace
Products and services
- GoodIQ Sustainability-powered performance platform that analyzes 200+ sustainability and quality signals across Carbon, Content, Compliance and Community pillars to score every domain and placement, enabling real-time media optimization. For enterprise brands and media agencies.
- GoodIQ Optimise (Marketplace) Campaign activation product that enables brands to buy video, display and CTV inventory against GoodIQ-optimized audiences through customisable Private Marketplace Deals (PMPs) or via a fully managed service. For enterprise brands and media agencies.
- GoodIQ YouTube Managed service for channel-level, transparent YouTube campaigns that are responsibly curated and optimized using GoodIQ sustainability signals to deliver performance and sustainability goals simultaneously. For enterprise brands and media agencies.
- GoodIQ Measure Pre-, mid- and post-campaign measurement solution that tracks performance and sustainability outcomes together, identifying where signals align and feeding learnings back into live optimization. Works across all digital buying. For enterprise brands and media agencies.
- GoodIQ API Programmatic API access to the full GoodIQ Index dataset covering Carbon, Content, Compliance and Community metrics across thousands of digital media properties, enabling direct integration into clients' own media planning, targeting, bidding and measurement products. For enterprise brands, agencies, and adtech platforms.
Quantifiable outcome
- 27% reduction in CPC
- +11 more outcomes
Companies that use The GoodNet
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
The GoodNet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
The GoodNet partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- DentsucoreDentsu partnered with The GoodNet to launch the Ethical Media Index (EMI) in the UK, enabling brands to plan and measure the ethical performance of their digital campaigns. The Index uses over 50 data points across content, placement, corporate reporting and DEI to assign scores to publishers. This is a flagship partnership where Dentsu is leading market adoption.
- Legacy MediacorePartnership brings together The GoodNet's expertise in helping advertisers reach ethically-minded audiences with Legacy's insight into sustainability credentials of media owners, helping advertisers better plan and measure media spend for both performance and good outcomes.
- actionableminorExclusive partnership brings actionable's interactive ActionButton ad format to The GoodNet's network of sustainability publishers, helping brands engage ethical consumers in moments they are most likely to take action.
- Ferris (Zero Waste App)minorPartnership where The GoodNet takes on sales of Ferris's advertising and sponsorship products. Ferris's suite of ad products include sponsored articles, app takeovers, branded social posts, email offers, and display ads accessible via The GoodNet.
- Scope3corePartnership makes every campaign running across The GoodNet's network carbon neutral, with carbon emissions measured and compensated through a high-quality portfolio of carbon removal projects. Scope3 provides the source of truth for programmatic supply chain emissions data.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
The GoodNet competitors and assessment
Company assessmentDirect peers
- Scope3: Supply-chain emissions data provider for digital advertising, offering programmatic carbon measurement that is integrated into media buying. Operates in the same sustainability-data-for-media category as GoodNet's GoodIQ Carbon pillar, with overlapping customer base (DSPs, agencies, brands).
- AdGreen: Sustainability-data company measuring and reducing carbon emissions in advertising production and media planning. Directly comparable to GoodNet's Carbon pillar and serves overlapping UK-based brand and agency clients pursuing net-zero advertising commitments.
- CarbonAd: Climate-action ad network that enables brands and publishers to fund carbon removal projects via programmatic media spend. Overlaps with GoodNet's carbon-neutral campaign proposition and publisher-side sustainability monetization approach.
- GoodLoop: UK-based adtech platform focused on sustainable and ethical advertising, offering carbon-measured programmatic media buying and publisher funding for environmental causes. Directly overlaps with GoodNet's sustainability-powered media optimization proposition and target customers (enterprise brands and agencies).
Broad incumbents
- Integral Ad Science (IAS): Global ad-verification and optimisation platform offering brand safety, viewability, and contextual classification for programmatic media. Closest large incumbent to GoodNet's quality-and-context scoring layer, with growing investment in sustainability and content-quality signals.
- Zefr: AI-driven brand suitability and content classification for video and social platforms. Comparable to GoodNet's Content pillar (contextual/audience environment scoring) and increasingly incorporating sustainability and DEI signals adjacent to GoodNet's Community pillar.
- DoubleVerify: Public ad-verification and media-quality platform covering viewability, brand safety, fraud, and increasingly sustainability/ESG overlays. Comparable in offering programmatic media-quality scoring across placements, but operates at far greater scale across all inventory types rather than sustainability specifically.
- Teads: Global premium video and CTV ad platform with strong sustainability credentials, including carbon-measured campaign delivery and outcome-based advertising. Comparable in CTV/video sustainability-enabled media buying (overlapping with GoodIQ's video and CTV PMP offering) and serves overlapping enterprise brand customers.
- HUMAN (formerly White Ops): Ad-fraud and sophisticated invalid-traffic prevention for programmatic media, with a broader cybersecurity pivot. Comparable in the ad-quality-verification layer of GoodNet's scoring engine and operates with similar DSP-integration distribution.
- Pixalate: Cross-platform ad-fraud detection, IVT prevention, and inventory quality analytics across CTV, mobile, and web. Overlaps with GoodNet's Media Quality pillar (fraud, invalid traffic) and serves similar DSP, agency, and brand-side programmatic buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The GoodNet social profiles
Digital presenceThe GoodNet financial estimates
Financial estimateRevenue estimate
Valuation estimate
The GoodNet leadership team
Management profileNumber of profiles
Profiles4 records
The GoodNet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The GoodNet 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 The GoodNet
What does The GoodNet do?
The GoodNet is a media optimization company that puts sustainability signals (Carbon, Content, Compliance, Community) at the heart of digital campaign optimization. Its GoodIQ platform analyzes 200+ sustainability and quality signals across these four pillars to score every domain and placement, enabling real-time campaign optimization across video, display, CTV and YouTube. The company delivers campaigns through managed service, PMPs via major DSPs, and a GoodIQ API for direct data integration.
Is The GoodNet a public or private company?
The GoodNet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The GoodNet founded?
The GoodNet was founded in -1. It employs 11 to 50 people.
Where is The GoodNet based?
The GoodNet is headquartered in London, United Kingdom, in the Europe region.
How does The GoodNet make money?
Four revenue lines are on record. GoodIQ Marketplace PMPs are the primary driver. The others are goodIQ API Access, goodIQ YouTube Management and goodIQ Measure.
Who are The GoodNet's main competitors?
Direct peers on record are Scope3, AdGreen, CarbonAd and GoodLoop. Broad incumbents are Integral Ad Science (IAS), Zefr, DoubleVerify, Teads, HUMAN (formerly White Ops) and Pixalate.
Does The GoodNet have an API?
Yes. GoodIQ API enables brands to incorporate sustainability data into their own media planning, targeting, and measurement products. Access to the full GoodIQ Index dataset covering Carbon, Content, Compliance and Community metrics across thousands of digital media properties. Data is fully customisable to algorithms, bidding strategies, and reporting workflows.