Digital Agencies
Integral Ad Science partners with Good-Loop to provide digital advertising solutions
Mumbai: The global leader in digital media quality, Integral Ad Science (IAS), on Wednesday announced a global partnership with purpose-led ad platform Good-Loop.
The partnership will enable advertisers to measure the carbon emissions generated by their digital ad campaigns.
The partnership will see Good-Loop’s carbon measurement solution integrated into IAS’s reporting platform, IAS Signal. The integration will allow advertisers to seamlessly track and view the end-to-end carbon footprint of their digital ads in a similar way to other crucial metrics such as viewability.
Data feeds from Good-Loop will enable advertisers that use IAS’s media quality platform to closely monitor and reduce the environmental impact of their ads throughout the entire campaign lifecycle.
There is significant computing power required to fuel the trillions of real-time auctions taking place across the length and breadth of the programmatic ecosystem, resulting in carbon emissions.
Speaking about this partnership, IAS CEO Lisa Utzschneider said, “Sustainability is a global priority for IAS and we believe that it is our collective responsibility to make a lasting impact.”
“Our partnership with Good-Loop will bring greater climate change transparency for advertisers and provide them with the tools they need to reduce their carbon emissions. The partnership is a major step forward to further decarbonize digital media,” he added.
Good-Loop is on a mission to develop simple solutions that move the industry towards positive, climate-friendly advertising. Good-Loop is a certified net carbon-negative business.
Adding to that, Good-Loop CEO Amy Williams said, “Integral Ad Science has been a leader in our industry for many years, helping to educate and equip our industry for an era of safer, more effective media buying.”
He further said, “In fact, it’s a company I took a lot of inspiration from when I was establishing my own business. I’m genuinely thrilled to partner with such a pioneering, forward-thinking company as we work together to drive the industry forward once again. Together, our integrated Green Media solution will empower advertisers across the world to put their net zero commitments into action and to make a real, lasting change for generations to come.”
Sanofi, the global healthcare brand, and Omnicom Media Group (OMG), the leading media services provider, will take part in the testing of carbon emissions tracking developed by IAS and Good-Loop.
Sanofi global head of media, digital & strategic planning Prasad Ghag said, “Sanofi’s consumer healthcare business will look to challenge all activities across the marketing supply chain in line with our objective to build the road to carbon neutrality by 2030. The carbon tracking tool beta test along with IAS and Good-loop will be our starting point to understand carbon emissions levels through our media activities and will be key in designing future actions in media to contribute to our broader carbon reduction targets.”
OMG is the global media agency, responsible for media planning and buying across Sanofi’s consumer healthcare brands.
OMG global digital and operations lead Charlotte Baxter commented, “At OMG, sustainability is a priority, and we take our collective responsibility to care for the planet seriously. We are pioneering solutions to help measure and ultimately reduce carbon emissions related to media activity and are proud to support Sanofi on their equally ambitious journey.”
Furthermore, earlier this year, IAS committed to the Vista Climate Pledge along with the Vista Equity Partners portfolio of companies. The pledge includes IAS measuring its greenhouse gas (GHG) emissions and reducing emissions annually.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
