Publishers will earn less per ad than they would a standard video ad format, but those that have already signed up to the Good-Loop model include the Guardian and Stylist among a number of other “close knit” premium publishers. Unilever 's Knorr brand is testing an advertising format that lets viewers choose a charity to donate to if they spend at least 15 seconds watching an ad . The month - long trial will see viewers who watch online television ads for McDonald 's Chicken Stock Pots and Beef Stock Stock in their entirety choose between charities WaterAid , The Brain Trust or The People 's Trust . The charity will then get 50 % of revenue from the ad , with the rest going to the publisher and the technology 's builder , Good - Loop , as income .
Unilever 's Knorr brand is testing an advertising format that lets viewers choose a charity to donate to if they spend at least 15 seconds watching an ad . The month - long trial will see viewers who watch online television ads for McDonald 's Chicken Stock Pots and Beef Stock Stock in their entirety choose between charities WaterAid , The Brain Trust or The People 's Trust . The charity will then get 50 % of revenue from the ad , with the rest going to the publisher and the technology 's builder , Good - Loop , as income .