Cedara

Core Features

Cedara’s methodology aligns with the Global Media Sustainability Framework (GMSF) led by Ad Net Zero, which standardizes how greenhouse-gas emissions are calculated across major media channels and is grounded in GHG Protocol/ISO 14067 principles. Some of its main features are:

• GMSF-Aligned Measurement: Quantifies omnichannel campaign emissions using the latest GMSF guidance (v1.2) for consistent, comparable results.

• Impression Intensity & Verification: Calculates CO₂e per unit output (e.g., per ad impression) and provides Cedara verification to shift from modeled estimates to supplier actuals.

• Optimization & Curation Insights: Surfaces tactics and inventory choices that cut carbon while preserving media performance, including curation strategies validated with partners.

• APIs & Data Harmony: Exposes applications and APIs that map large, heterogeneous media data into an industry framework for analysis and activation.

• Corporate Scope 1–3 Reporting: Provides scope-level insights for digital media businesses, supporting operational decarbonization beyond campaigns.

• Partnership Ecosystem: Integrates with SSPs, DSPs, publishers, and agencies to enable end-to-end measurement, reduction, and, where needed, high-quality compensation.

Closing Insights

Cedara’s versatility shows in two contrasting use cases. In education, UK-based agency SMRS adopted Cedara to measure clients’ media investments against the Ad Net Zero GMSF and guide reduction tactics; an early beneficiary was the University of the West of England (UWE Bristol), signaling how advertisers outside pure ad-tech can use standardized data to decarbonize paid media. In ad tech, PubMatic partnered with Cedara to bring GMSF-aligned, omnichannel emissions metrics directly into planning and optimization—supporting smarter buys and a path to higher media efficiency. Together, these examples span brand/agency needs and supply-side execution.

What sets Cedara apart is its media-native architecture. It ingests large, channel-specific datasets and aligns them to an industry framework, then exposes optimization levers through APIs and partner integrations. That way, sustainability improvements flow through existing media workflows. In 2024, Cedara raised US $1.5 million, fueling expansion of its product capabilities and scaling into new markets.

For media industry players seeking decision-grade, GMSF-aligned emissions data with actionable reduction options, Cedara’s growing partner ecosystem makes it a practical choice to explore.