# Good-Loop

> Good-Loop is an ethical advertising technology company that turns ad spend into a force for good. Its 'view-to-donate' formats let people unlock a free charitable donation - funded by the advertiser - simply by choosing to watch an ad, while its Green Media tools measure and cut the carbon footprint of digital campaigns. A certified B Corporation founded in Edinburgh in 2016 by Amy Williams and Daniel Winterstein, Good-Loop has raised more than $6M for charities including Save the Children, WaterAid and WWF, and works with brands such as Unilever, Nestle, Levi's and Asics.

- **Founded:** 2016
- **Headquarters:** Edinburgh, United Kingdom (US office: New York, NY)
- **Founders:** Amy Williams (Co-founder & CEO), Daniel Winterstein (Co-founder & CTO)
- **Team size:** ~36 employees
- **Products:** View-to-Donate Ad Formats, Good Engagement Platform, Good Measures / Green Ad Tag, Carbon Filtering Tool, Purpose-Powered CTV Format
- **Notable:** Raised more than $6M for charities worldwide, Certified B Corporation and net carbon-negative business, Reported ad recall up to 4.5x the industry standard

## Products & services

- **View-to-Donate Ad Formats** — Interactive ad wrapper across video, display and CTV that lets a viewer unlock a free charitable donation - funded by the advertiser - by choosing to watch. Around 50% of the media spend goes to a cause the viewer selects.
- **Good Engagement Platform** — The core platform enabling consumers to do good with every brand interaction, delivering higher engagement, brand trust and ad recall reported at up to 4.5x the industry standard.
- **Good Measures / Green Ad Tag** — Carbon measurement technology that quantifies the emissions of digital ad campaigns down to the impression level, aligned to the Global Media Sustainability Framework.
- **Carbon Filtering Tool** — A tool that reduces campaign emissions by filtering out carbon-intensive publishers; one SSP partner cut emissions ~18% by adjusting just 10 domains.
- **Purpose-Powered CTV Format** — A watch-to-donate format for connected TV that rewards viewer attention with brand-funded charitable donations.

## Achievements

- Raised more than $6M for charities worldwide
- Certified B Corporation and net carbon-negative business
- Reported ad recall up to 4.5x the industry standard
- Closed a $6.1M Series A in February 2022 to fund US expansion
- Green Ad Tag adopted by partners including IAS and Brand Advance SSP
- Founder Amy Williams recognised across industry 'digital hero' and changemaker features

## Latest updates

- **2024-03** — After what The Drum called an 'identity crisis' and its toughest trading year, Good-Loop refocused its product, brought in former IAS founder Will Luttrell as interim CTO and Peter Land as adviser, and set a path toward profitability.
- **2023-01** — Brand Advance SSP integrated Good-Loop's Green Media technology to measure the carbon footprint of online ads.
- **2022-10** — Launched a purpose-powered connected-TV ad format that rewards viewer attention with brand-funded charity donations.
- **2022-09** — IAS integrated Good-Loop's Green Media technology to offer carbon-emissions measurement for digital advertisers.
- **2022-06** — Partnered with Scope3 to help marketers decarbonise the entire programmatic supply chain.
- **2022-02** — Closed a $6.1M (£4.5M) Series A round led by Quaestus Capital Management to accelerate US expansion.

## Links

- Website: https://good-loop.com
- LinkedIn: https://www.linkedin.com/company/good.loop
- Twitter/X: https://twitter.com/sodash
- Facebook: https://facebook.com/the.good.loop

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Profile page: https://yespress.io/good-loop
Published by YesPress — https://yespress.io
Last updated: 2026-07-20