Cedara, a carbon intelligence platform, is helping companies reduce corporate and supply chain emissions by launching its Reduction Marketplace.
As part of the launch, Cedara teamed up with full-service digital marketing agency, Croud, and adaptive streaming technology platform, SeenThis, to empower Pret A Manger to reduce carbon emissions across its video of ad delivery.
By leveraging SeenThis’ integration into Cedara, Pret was able to estimate avoided campaign emissions.
Key highlights include:
- Using SeenThis’ video delivery technology, Pret could avoid 2,343 GB data wastage, or 48%, compared to running the same quality creative using conventional ad serving technology.
- When applying Cedara’s models, the carbon footprint related to creative delivery was calculated to be 749 kg CO2e, which, when assuming the above lower data transfer, would result in overall avoided emissions of 121 kg, or approximately 16% related to creative delivery.
- If also incorporating ad selection and overhead emissions across the media supply chain for campaign measurement, which includes business travel, energy, offices, and non-media Scope 3 emissions, Pret’s total footprint was 8,354 kg CO2e.
By leveraging SeenThis’ integration into Cedara, marketers can 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.
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.
David Shaw, CEO of Cedara
Featured image: the blowup / Unsplash
