Sustainable media
shouldn't cost you performance.
Most media plans treat sustainability as something you report on after the campaign ends. We think that's a missed opportunity — because the signals that make media cleaner are largely the same ones that make it work harder.
India's first ESG Media Index, built with The GoodNet.
Why clean media tends to perform better
This surprised us too when we first saw the data. Quality journalism, low ad clutter, short supply chains and low invalid traffic all reduce a campaign's carbon footprint. They also happen to be the markers of inventory that gets seen by actual humans. You are usually optimising for both at once — most plans just never measure it that way.
What you remove
- —Ad clutter and low-viewability placements
- —Long, leaky programmatic supply paths
- —Invalid traffic and ad fraud
- —Made-for-advertising inventory
What tends to follow
- Higher viewability and completion rates
- Lower cost per click and per acquisition
- Meaningfully lower carbon per impression
- Placements you'd be comfortable showing a client
What the index actually measures
Every domain and placement is scored out of 100 across three families of signal, then weighted against the commitments your business has already made — not a generic definition of "good".
Consumption
Energy use, delivery waste, and ad efficiency across the supply path — the same things that quietly inflate your CPMs.
Content
Content analysis of where your ad actually lands, and how well that environment fits what your brand has committed to.
Corporate
Whether the media owner behind the placement operates responsibly — editorial standards, data practices, governance.
Scoring bands (out of 100)
The current Indian market benchmark sits around 45. Most plans we look at start below it.
Three ways to use it
01
Measure
Send us a proposed site list. You get a read on where the plan stands before you commit budget, and reporting that runs alongside the campaign rather than arriving after it.
02
Marketplace
A curated pool of 2,000+ vetted publishers, activated through your own DSP. You buy the way you already buy; the curation happens underneath.
03
API
Over 200 data points fed straight into your existing planning, bidding and reporting stack, if you'd rather run it yourself.
Brands we've worked with
Campaigns planned and measured on these signals, through our work with The GoodNet.
Curious where your current plan scores?
Send us a site list and we'll come back with an honest read — the score, where the waste sits, and whether there's enough upside to be worth your time. If there isn't, we'll tell you that. We're still mapping this market ourselves, and we learn something from every plan we look at.
hello@hooop.in