Responsible Media Algorithm

Client: Charity X

We built a custom bidding algorithm powered by the ESG Media Index, turning sustainability from a reporting metric into a live optimisation signal. The system balanced performance, context, and ESG scores in real time, creating a more responsible programmatic ecosystem for Pinterest and Charity X.

The approach delivered up to +14pp lifts in trust across key markets for Charity X, cut carbon emissions by over one tonne for Pinterest, and aligned 84% of media investment with ESG priorities.