Watch This Space: How Online Advertising is Saving the World, Two Eyeballs at a Time | Three Stories with Amy Williams, Good-Loop

Watch This Space: How Online Advertising is Saving the World, Two Eyeballs at a Time | Three Stories with Amy Williams, Good-Loop


On the latest episode of the Alan Turing Podcast in partnership with Boss Digital, James is joined by Amy Williams, the Founder & CEO of Good-Loop, an advertising platform with a difference. They work with brands around the world to use advertising money to fund amazing charities.  

Interview Highlights

“It’s an industry full of passion, creativity and ideas, and frankly, full of money. But the innovation has been largely pretty stalled. 40% of online advertising now gets blocked. People are just so sick of online advertising. It’s become a real annoyance… Advertisers don’t want to piss people off. They want their experiences online to be positive, and they want to connect with consumers in positive, meaningful ways. So that was the original idea behind Good-Loop: thinking about how we could reframe advertising as a positive opportunity for a brand and a consumer to do good.”

Advertisers will pay money for that value so let’s give consumers a cut of that value exchange. Let’s enable them to harness their valuable eyeballs and use it to fund some real social impact.

“Our eyeballs have value. Every time we look at something online, every time we click on something, every time we log in somewhere, this trail we leave behind us, it’s valuable. And advertisers will pay money for that value so let’s give consumers a cut of that value exchange. Let’s enable them to harness their valuable eyeballs and use it to fund some real social impact.”


When I’m hiring into my team, it’s less about their experience and their skill set and it’s more about their effort and their willingness to learn and their attitude.


“Being told at 7 that your maths isn’t good enough kind of knocks your confidence, but then working with my Dad to find a solution, it did build a certain level of resilience and it really did instil in me this sense that you’re never not good enough, you just haven’t tried hard enough or you just haven’t got that skill set yet. It’s not that you can’t do something, you just need to work a little bit harder… And I think that that’s something I carry with me now.

I really value people that put effort and passion and heart into what they do. When I’m hiring into my team, it’s less about their experience and their skill set and it’s more about their effort and their willingness to learn and their attitude.”


The appetite and the hunger for solutions has never been more urgent. There is so much change happening right now and big businesses are starting to take it seriously. With their scope and scale and impact, I really think that we have a chance of saving this planet.


“With COP26 and the 1.5 degrees temperature increase at the current rate of emissions only 18 years away, there are some quite urgent conversations to be had. I don’t deny that it is a huge, almost insurmountable challenge, but I also see a huge amount of optimism and opportunity in the future…

I’ve seen so much proactive change in this space. It almost feels like the lockdown and the pandemic was a dress rehearsal for the climate crisis. Over the last 18 months, I’ve seen so many businesses take significant pledges to be carbon neutral or net carbon negative. I’ve seen new interesting innovations in this space. New tools and technologies that help us get there. Massive investment in this space as brands and advertisers are seeing a huge competitive advantage in leaning into this and showing consumers that they are sustainable… The appetite and the hunger for solutions has never been more urgent. There is so much change happening right now and big businesses are starting to take it seriously. With their scope and scale and impact, I really think that we have a chance of saving this planet.”