Co-op trials 'ethical ad tech' from Good Loop
The Co-operative Bank has begun trialing an 'ethical ad tech' solution provided by programmatic platform provider Good-Loop.
The bank will trial the platform as part of its People With Purpose campaign, with the intention of rolling it out across further campaigns in the future.
Good-Loop's platform encourages users to watch full ad spots by promising a charitable donation once the creative has ended.
The charity in question received 50 per cent of the donation, with remaining portions of the income going to the publisher and platform.
Speaking to The Drum, Co-op Bank marketing director Alastair Pegg said: “We’ve taken the opportunity to use Good Loop as part of our ‘People with Purpose’ campaign because we felt it was a great fit for who we are as a bank. This was an exciting decision for us, choosing this platform means we can facilitate a different model of advertising and one we’ve never used before.
“There can be negative commentary about digital marketing, but we genuinely believe this kind of approach goes a long way to bringing out the best of what can be achieved with digital marketing, and we’re really glad we’re adding benefit to three of our charity partners through working with Good Loop.”