Good-Loop – a purpose-led ad platform on a mission to make advertising better for consumers, brands, and the planet – today (June 26th, 2023) announced that Will Luttrell, CTO of The Brandtech Group, has joined the company as a non-executive director. 

Luttrell, a leading advocate and pioneer for transparency and brand safety within the ad tech sector, will play an active role in the Good-Loop board, where his proven track record of innovation in the digital ad ecosystem will be crucial in the development and expansion of the company’s industry-leading ad tech solutions, including its Green Media technology.

Before joining The Brandtech Group as CTO, Luttrell co-founded digital ad verification company Integral Ad Science, where he created a platform that ensures advertisers are running brand-suitable, viewable, fraud-free environments. He was also the founder and CEO of Amino Payments (acquired), which used distributed ledger technology to illuminate media supply chains. In addition, Luttrell has been granted multiple patents in the field of advertising technology (“ad tech”) and has founded, advised, or otherwise made significant early contributions to several other successful early-stage companies.

His wealth of entrepreneurial and technical experience will bring invaluable insight as Good-Loop expands its product roadmap and further establishes itself as a sustainability-focused leader across the digital advertising ecosystem, and around the world.

Luttrell said: “I’ve built a career creating products focused on media quality and supply path optimisation. The natural evolution from there is to ensure marketers are also running in environments that are green, equitable, and otherwise in line with brand values. I am thrilled and eager to help Good-Loop fill that need for our clients.”

Good-Loop, a certified B Corp, is focused on developing solutions that move the industry towards positive, climate-friendly advertising. The average online ad campaign emits 5.4 tonnes of carbon (source: Good-Loop) – half what an average UK consumer and a third of what a US consumer produces in a year. The company’s Green Media technology can be appended to any digital campaign and helps advertisers track and reduce the end-to-end carbon emissions generated by their digital ads.

Good-Loop founder and CEO Amy Williams said: “I’m absolutely delighted that someone of Will’s incredible experience and know-how is joining Good-Loop. He’s a well-known leader in the ad tech space, at the forefront of driving real change across Adland. His knowledge and expertise will be crucial as we continue to scale our tech solutions.”

Luttrell joins at an exciting time for the Edinburgh-based company, which recently expanded into the US following a successful Series A round of USD$6.1m (£4.5m).  

Good-Loop is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that drive real social and environmental impact worldwide – while also driving significant business and brand uplifts for advertisers. 

The company’s purpose-powered ad formats motivate people to watch an entire ad online by allowing them to ‘unlock’ a free charitable donation at the end of each spot. This strategy allows advertisers to receive more meaningful brand engagement while appealing to consumers’ goodwill by providing a cost-free means of philanthropy. This results in an average ad recall 4.5X higher than the industry standard. Designated charities receive 50% of ad revenue. 

Clients include Unilever, PepsiCo, Nestlé, Levi’s, adidas, NBC Universal, and Nike.