LoopMe, a global brand performance technology company, has announced an expanded collaboration with Google Cloud to support its ongoing sustainability goals within the advertising ecosystem. The partnership will enable LoopMe to further enhance its AI-powered ad optimisation capabilities while continuing efforts to reduce its environmental impact.
The company selected Google Cloud for its advanced infrastructure solutions, including Google Kubernetes Engine and BigQuery, which provide scalability and security for complex AI models. The latest phase of the collaboration builds on LoopMe’s migration of its data centres to Google Cloud’s renewable-powered facilities, a move that supported the company’s transition to carbon neutrality in 2023.
LoopMe reports a 71.5% reduction in gross emissions per thousand ad impressions (CPM) since 2021, driven by the use of renewable energy to deliver media and improvements in energy efficiency. Other sustainability initiatives include reducing electricity usage, implementing environmentally focused workplace policies, and investing in carbon removal projects.
“Our collaboration with Google Cloud marks a significant milestone in our sustainability journey,” said Stephen Upstone, CEO and Founder of LoopMe. “This enables us to further reduce our environmental impact while maintaining the cutting-edge performance our clients expect, demonstrating that business growth and environmental responsibility can go hand in hand.”
Adrian Poole, Director of UKI Digital Natives at Google Cloud, added: “We are excited to collaborate with innovative companies like LoopMe, who are pushing the boundaries of sustainable advertising. By leveraging Google Cloud’s scalable and sustainable infrastructure, LoopMe is able to focus on delivering cutting-edge AI-driven solutions while minimising their environmental impact.” LoopMe has also implemented additional internal sustainability measures, including sourcing renewable electricity for leased offices, improving server efficiency, limiting business travel, and supporting verified carbon removal initiatives.
