Responsibility Powered Performance

Client: Dentsu

Digital advertising’s programmatic supply chain is carbon-intensive, opaque, and disconnected from the responsible business outcomes brands urgently need to deliver. dentsu UK, and its addressable media team, set out to change this by partnering with The GoodNet to integrate GoodIQ, a proprietary sustainability intelligence platform, directly into its central trading infrastructure.

GoodIQ scores every impression across four pillars: Carbon (identifying low-emission inventory), Content (rating editorial quality and purpose alignment), Compliance (assessing media owners against responsible business standards), and Community (directing spend towards diverse and minority-owned publishers and creators). These signals are layered into buying decisions across display, online video, and YouTube, enabling dentsu’s clients to improve campaign performance and positive impact simultaneously. dentsu became GoodIQ’s first agency integration partner in 2023, and the partnership scaled significantly during 2025 as the technology was embedded into dentsu UK’s proprietary products. dentsu was also the first test partner for The GoodNet’s YouTube product, which independently scores every channel and creator across the four pillars; a first-of-its-kind capability bringing transparency to a channel that has historically lacked it. Across 75+ campaigns spanning 20 brands across B2B, FMCG, and travel sectors, the integration delivered consistent outperformance: up to 47% brand uplift, 51% carbon reduction, 56 tonnes CO₂e saved, 85% of media spend aligned to sustainability goals, and £250k redirected to community and diversity spend. This partnership demonstrates that when sustainability intelligence is built into the agency infrastructure, not bolted on afterwards, responsible media and commercial performance become mutually reinforcing.