Advertising company LoopMe has innovated to become carbon neutral seven years ahead of its initial target date.
The company, which uses artificial intelligence to improve brand advertising performance, has reached net zero for Scope 1, Scope 2, and Scope 3 emissions. Working with third parties to independently measure carbon impact, LoopMe has reduced gross emissions for every 1,000 impressions an ad receives by 87% compared to 2021.
In order to achieve this goal, it conducted a variety of internal carbon footprint reduction efforts, including maximizing cloud efficiencies through migration of data centers to renewable-powered sites such as those run by Google Cloud; reducing electricity consumption; establishing environmentally-geared HR policies; and investing in high-quality carbon removal projects.
“We are extremely proud to announce that LoopMe is among the first wave of adtech companies to have dramatically reduced all gross emissions, thereby achieving our goal to become a carbon neutral company,” said Stephen Upstone, CEO and founder of LoopMe. “Reaching carbon neutrality is a critical first step in giving back to the ecosystem we serve, and now our business sustainability efforts can empower our customers and partners to further reduce their carbon footprint.”
In partnership with sustainability consultancy Ainsty Risk, LoopMe achieved its target seven years ahead of schedule. The original goal was to reduce Scope 1, 2, and 3 emissions by 100% by 2030, from a 2021 base year, holding LoopMe to a 1.5c degree standard. LoopMe accomplished this feat in April 2023, by taking steps across different elements of the business concurrently, including migrating from hardware servers to Google Cloud, which is powered by renewable energy and provides a carbon dashboard to enable users to report on CO2 costs and more; making all office infrastructure cloud-enabled to reduce electricity consumption; consolidating the company’s office footprint, and instituting changes to travel policies and remote-work policies to incentivize green commuting; offsetting their residual emissions by supporting community-based carbon avoidance projects.
“We are proud to work with LoopMe on their migration to Google Cloud, the industry’s cleanest cloud,” said Adrian Poole, Director, UKI Digital Natives at Google Cloud. “This collaboration will help LoopMe build a better, more environmentally-friendly ecosystem and supply chain for all of their clients and partners.”
LoopMe is also in discussions with all major accredited third-party verifiers of greenhouse gas inventories to corroborate the GHG inventory under SBTi standard so that the verified LoopMe GHG inventory could be publicly reported and shared directly with key stakeholders. Furthermore, LoopMe has been ramping up its development efforts to produce tools that enable carbon reduction by leveraging its AI capabilities.
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