Cedara Launches Reduction Marketplace to Measure & Optimise Carbon Emissions of Pret A Manger Ad Campaigns
The Carbon Intelligence Platform, Cedara, has today (October 12th, 2023) 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."
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Press contact
Maryum Sheikh, Press Lead at The Digital Voice - press@thedigitalvoice.co.uk
About Cedara:
Cedara, the carbon intelligence platform, is on a mission to help businesses decarbonize and to build a more sustainable future for society. Through its comprehensive product suite, Cedara maps the carbon intensity across supply chains to empower investment teams to decarbonize the supply path across their goods and services. Cedara adopts a high-impact, data driven approach to develop transformative solutions for businesses and their partners to accelerate the shift to a net zero economy. Founded in 2021, Cedara is headquartered in New York City with offices in the US and UK. To learn more, please visit cedara.io.
About Croud:
Croud is a global, full-service, digital marketing agency that works with some of the world’s leading brands. Through the seamless connection of data, technology and creativity, Croud develops strategies for sustainable growth that drive immediate business impact. Croud builds deep partnerships with clients thanks to its unique model, using its ‘Croud Control’ platform to harness a global network of 2,500+ digital experts, delivering holding company scale with the precision of a specialist. Founded in 2011, Croud is proud to partner with clients such as Audible, Compare the Market, Selfridges, Skechers, and Timberland — leading media strategy, performance marketing and digital experiences.
About SeenThis:
Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1000+ brands in 40+ countries, the company is on a journey to reshape the internet — for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. For more information, visit www.seenthis.co.
About Pret A Manger
Pret A Manger opened in London in 1986. Pret’s sandwiches, salads and wraps are freshly made each day in shop kitchens using quality ingredients and all coffees are 100% organic. Any unsold food will be donated to local charities at the end of every day through The Pret foundation which works to help alleviate homelessness, poverty, and hunger. Pret currently has more than 600 shops and operates in more than 10 markets internationally including the UK, Ireland, Italy, US, Hong Kong, France, Dubai, Kuwait, Switzerland, Brussels, Singapore, Germany, Luxembourg and India.
Oct 12, 2023
