Tag: Cedara

Manila, Philippines – The Manila Times (TMT), in partnership with Cedara, the carbon intelligence platform, has launched a project to completely measure advertising carbon emissions. TMT will use Cedara, the provider of emissions mapping across the media supply chain, to measure and minimise its carbon footprint in accordance with industry standards. 

TMT intends to measure its digital media first, then move on to measure its print business and, in the long run, look into organisational emissions as a whole. 

Speaking about the partnership, Dante Ang II, chairman and chief executive officer of The Manila Times, said, “We are thrilled to partner with Cedara in our mission to lead the way as the first publisher in our geographic region to measure advertising carbon emissions. By harnessing Cedara’s expertise and leading technology, we are taking proactive steps towards environmental sustainability and reinforcing our commitment to corporate social responsibility.”

Meanwhile, Eric Shih, chief operating officer of Cedara, expressed, “We are delighted to collaborate with The Manila Times in their pioneering initiative to measure advertising carbon emissions. At Cedara, we are committed to partnering with media organisations that prioritise sustainability and environmental impact. Together with The Manila Times, we are proud to drive positive change in the APAC market and contribute to a greener, more sustainable future.”

New York, USA – Carbon intelligence platform Cedara has announced the launch of its reduction marketplace which enables companies to use innovative third-party solutions to help reduce corporate and supply chain emissions.

As part of the launch, Cedara has partnered with full-service digital marketing agency, Croud, and adaptive streaming technology platform, SeenThis, to empower Pret to reduce carbon emissions across its video ad delivery. 

Croud, known for its industry-leading expertise in digital marketing and advertising, recognised the importance of measuring and reducing the carbon footprint associated with its clients’ advertising campaigns. In pursuit of this objective, Croud worked with Cedara to measure Pret’s media emissions comprehensively. 

By leveraging SeenThis’ integration into Cedara, marketers can easily estimate the impact of switching to SeenThis’ proprietary streaming technology during the planning stage. They can also measure the overall campaign footprint, and quantify avoided emissions after activating SeenThis’ technology, which significantly reduces the data transfer for video creatives compared to running creatives of corresponding quality using conventional technology. 

Luke Smith, founder and CEO of Croud, said, “We are committed to delivering exceptional results for our clients while minimising the environmental impact of our campaigns. Our collaboration with Cedara and SeenThis has allowed us to achieve both objectives. This partnership exemplifies the power of data-driven insights and innovative technology in achieving sustainable advertising practices.”

He added, “We are delighted to provide access to Pret’s emissions related data to help them in their efforts in becoming more sustainable,” says Jesper Benon, CEO of SeenThis. “With the launch of Cedara’s Reduction Marketplace, which measures a company’s overall emissions, this collaboration fits perfectly into that narrative, as creative delivery is an important part of the puzzle when it comes to reaching a net zero objective.”

Meanwhile, David Shaw, CEO of Cedara, commented, “We are proud to partner with leading companies advancing the industry towards Ad Net Zero. This collaboration underscores the importance of data-driven decision-making in the pursuit of environmental sustainability.”

Singapore – Outbrain has announced a strategic partnership with Cedara, an end-to-end carbon intelligence platform, to support Outbrain and its customers’ sustainability and decarbonisation efforts. 

The partnership will allow Outbrain to share in-depth emissions measurements with its advertiser partners, including those running on the company’s newly launched branding platform, ‘Onyx by Outbrain’. It will also enable the company to comprehensively measure carbon emissions across its global organisation. 

Moreover, the company announced the launch of its ‘smart-throttling’ tool – a response prediction model which uses machine learning to predict and recommend the most valuable requests for its demand-side-platform (DSP) partners.

Outbrain will leverage Cedara’s technology to assess its own current baseline, analyse data to identify areas for improvement, and empower advertisers to gain visibility into the emissions derived from their campaigns with Outbrain. The partnership also supports the industry-wide initiative Ad Net Zero, aimed at decarbonising the production, distribution, and publication of advertising. 

Yaron Galai, co-founder and co-CEO of Outbrain, said, “Outbrain is committed to shaping a better and more sustainable digital advertising ecosystem, and our partnership with Cedara combined with our Smart-Throttling tool will give us another avenue to support our premium publisher partners while addressing the need to reduce carbon emissions and ensure advertisers have a transparent way to measure the impact of their campaigns.” 

He added, “Our direct integrations with many of the most prestigious publishers across the globe make us supply-path-optimised by design, and this added layer will enable us to strengthen our focus on sustainability to continue building deeper partnerships with advertisers.”

Meanwhile, David Shaw, CEO & co-founder of Cedara, commented, “Cedara is thrilled to further enable Outbrain’s commitment to sustainability, while supporting their publisher and advertiser partners’ own paths to net zero. We applaud Outbrain’s industry-leading efforts at both an organisational and technological level in decarbonisation.”