Cedara Launches Reduction Marketplace to Measure & Optimise Carbon Emissions of Pret A Manger Ad Campaigns

The Carbon Intelligence Platform, Cedara, has today 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 of 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.

Cedara’s collaboration with SeenThis has helped support the launch of Cedara’s Reduction Marketplace. 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).

Pret was able to leverage the SeenThis data integration in Cedara’s platform to estimate avoided campaign emissions. This strategic collaboration represents a significant step towards more sustainable advertising and highlights the importance of leveraging technology that can minimise carbon emissions in creative ad delivery.

Key highlights of the integration for the video creatives via programmatic delivery include:

Through the use of 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 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.

Luke Smith, founder and CEO of Croud, says: "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."

“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, says: "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."

Also published in: The Drum