The cause-and-effect link between greenhouse gases and global warming is well established, although the contribution of digital advertising seems more questionable. But enough ad-folk worry about it that IAB Tech Lab has launched a Green Supply Path Initiative to help programmatic advertisers measure their impact and, at least as important, show that They Care.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.