GroupM’s partnership with Good-Loop is part of Alpha, its new sustainability strategy in Australia

GroupM, WPP’s media investment group, today said its agencies Mindshare, Wavemaker, MediaCom and Essence have taken another important step to decarbonise the programmatic media supply chain in Australia by partnering with Good-Loop, a B Corps-certified advertising platform, to measure, offset and reduce the carbon cost of clients’ digital campaigns.

The market-first digital sustainability initiative is designed to reduce the environmental impact of clients’ media spend and help make advertising better for the planet. It builds on GroupM’s recent announcement of an innovative, new global framework for measuring and reducing ad-based carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.