NEWS2 February 2024

Dentsu and The Goodnet launch ethical media index

Inclusion Media News Sustainability UK

UK – Media firm Dentsu has partnered with ethical media and intelligence GoodNet on an index to help measure the ethical performance of digital campaigns.

DEI abstract image

The Ethical Media Index uses more than 50 data points across content, placement, corporate reporting and diversity, equity and inclusion (DEI) to assign scores to advertising-funded publisher domains.

The aim of the index is to provide a wide perspective of ethical performance, which brands can measure and optimise their digital advertising against to achieve their sustainability and DEI goals.

Steven Ballinger, chief commercial officer UK and Ireland 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.”

Oliver Deane, co-founder at The GoodNet, added: “Dentsu has been instrumental in helping shape the Ethical Media Index towards specific client needs.

“It recognises the significance of the Ethical Media Index score as a pivotal metric, integral to its assessment of media investments’ performance and impact.”