Dentsu and The Goodnet launch ethical media index

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.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts