LoopMe, a global brand performance company, launched a broadened collaboration with Google Cloud that will support the London-based company’s ongoing commitment to sustainability in the advertising ecosystem. 

The expanded collaboration will involve LoopMe leveraging Google Cloud’s scalable and secure infrastructure to support the depth and complexity of its advanced artificial intelligence models. The company had already picked Google Cloud as a partner because of its online tools, including Google Kubernetes Engine and BigQuery.

LoopMe became a carbon-neutral advertiser in 2023 and worked with Google Cloud to maximize efficiencies through the migration of its data centers to Google Cloud renewable-powered sites.

The company has delivered all media with renewable power for two years. It has since reduced gross emissions per cost per mile (CPM) or delivered for every 1,000 impressions an ad receives by 71.5% compared to its base year of 2021. Other internal carbon footprint reduction efforts have included reducing electricity consumption; establishing environmentally-geared HR policies; and investing in high-quality carbon removal projects.

“Our collaboration with Google Cloud marks a significant milestone in our sustainability journey,” said Stephen Upstone, CEO and Founder, LoopMe, in a statement. “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.”

​​LoopMe’s other internal carbon footprint reduction efforts have included utilizing renewable electricity sources for leased offices where available, locating efficiencies to reduce hosting usage requirements, sharing a comprehensive travel reduction plan to help reduce business travel emissions and investing in high-quality carbon removal projects.