Good-Loop runs a "view ads to donate" platform that channels a portion of advertising spend to charities when users view ads. Charities on the platform receive 50% of ad revenue, and the company says it has raised more than $5 million for charities including Save the Children, WaterAid, Feeding America and the WWF. Good-Loop reports an ad recall 4.5x higher than the industry standard and says programmatic demand has grown 180% in the past 12 months; a third of its revenue now comes from the U.S. The company has added products to measure and offset the carbon cost of digital ad campaigns. It is a B Corporation and counts clients such as Unilever, PepsiCo, Nestlé, Levi’s, adidas, NBC Universal and Nike. Good-Loop plans to use new funding to accelerate its product roadmap and open offices in New York and Chicago to serve the U.S. market. The Good-Loop runs an ethical advertising platform where viewers who watch ads for at least 15 seconds trigger a donation of 50% of that ad’s revenue to a charity they select. The company emphasizes higher engagement, reporting improved video-ad completion in A/B tests and stronger post-ad brand-lift survey results. It works with brands such as Coca-Cola, Amazon and Toms and media partners including The Economist, Shortlist and The Guardian. Founders Daniel Winterstein and Amy Williams lead the business and highlight a values-driven approach that still aims for profitability and scale. The Good-Loop is building a user portal (My.Good-Loop.com) and other user-empowerment tools to let people see and control how advertising uses their data. Financially, the company has secured a £1.2 million investment to support international expansion and reports having funded over £750,000 for charities through its platform.

Total raised

$8M

Funding rounds

2

Latest round

Series A

Latest activity

Feb 2022