Good-Loop is an advertising technology company headquartered in Edinburgh, with further offices in London and New York. It runs a platform that lets brands attach charitable donations to their digital advertising. The business trades through Good.Loop Ltd, a Scottish company incorporated in 2016.
Its Good Engagement platform works on a simple exchange: when a viewer engages with an advert, a donation funded by the advertiser goes to a good cause. Good-Loop also offers Good Measures, a tool for measuring and reducing the carbon emissions of media campaigns, built on the Global Media Sustainability Framework. Published case studies include campaigns for Vanish, Canesten, and Asics.
The company was co-founded by Amy Williams and Daniel Winterstein. Investors have included Scottish Enterprise, and a £4.5 million Series A round in 2022 was raised partly to support expansion in the US. Good-Loop's Scottish office is on St Colme Street in Edinburgh's New Town.
