Dentsu has partnered with the GoodNet to measure ethical and sustainable metrics for digital advertising campaigns in the UK.
The Ethical Media Index uses more than 50 data points across content, placement, corporate reporting and DEI to assign scores to the largest ad-funded publisher domains.
The tool is intended to help clients create more ethical media campaigns and is being used in the UK, ahead of a global roll-out later in the year.
“At dentsu, we are steadfast in our commitment to sustainability in our media investments,” said Steven Ballinger, Chief Commercial Officer UK&I at dentsu.
“We want to empower our clients to deliver work that matches their values and sustainability commitments. Our investment in the Ethical Media Index reflects our dedication to sustainable, ethical and responsible media practices, setting a new standard in the industry. It aligns with dentsu’s broader ambitions to embrace ‘Sanpo Yoshi’ – a profound Japanese principle that achieves three-way satisfaction by pursuing actions that benefit not only business but also people and society. Getting this right means creating truly sustainable, legacy businesses, that can drive value for future generations.”
Dentsu said that its own research had found that almost 80% of marketers believe “that in a world where economic volatility is accelerated and exacerbated by climate volatility, there is no longer any disconnect between what is good for society and what is good for business.”
“Dentsu has been instrumental in helping shape the Ethical Media Index towards specific client needs. It is leading the market in adopting the product, exemplifying its heightened dedication to ethical practices,” added Oliver Deane, co-Founder at The GoodNet.
“It recognises the significance of the Ethical Media Index score as a pivotal metric, integral to its assessment of media investments’ performance and impact. This underscores their unwavering commitment to a more responsible and sustainable media landscape.”
