Anzu, Cedara launch media sustainability solution for intrinsic in-game ads
July 2, 2024
Anzu, the in-game advertising solution, and Cedara, the Carbon Intelligence Platform, have launched a global carbon measurement and compensation solution for intrinsic in-game advertising. This partnership offers advertisers worldwide insights and the option to compensate their carbon emissions.
As part of the continued drive in AdTech towards carbon reduction, advertisers are increasingly seeking opportunities to minimise their carbon footprint. At this year’s Cannes Lions International Festival of Creativity, GARM (Global Alliance for Responsible Media), a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising, and the Ad Net Zero community released a global framework to measure media’s carbon emissions. Cedara’s GARM-compliant methodology aims to enhance the visibility of intrinsic in-game advertising’s carbon footprint for the first time.
On the partnership, Anzu Co-Founder and CPO Ben Fenster said, “Recent research suggests that the digital advertising ecosystem could contribute as much as 4 per cent to global carbon emissions by 2025. As the intrinsic in-game advertising space continues to mature and become a larger part of ad budgets everywhere, understanding its environmental impact is crucial. Partnering with Cedara is another step towards sustainability in this sector. Along with our partners, we’re fully committed to building out the intrinsic in-game space in a sustainable and transparent way, seeking innovative solutions to help us and our partners reduce their environmental impact.”
Through this strategic partnership, Anzu and Cedara will calculate the carbon emissions of intrinsic in-game advertising campaigns using the Cedara platform and industry-standard methodology. Post-campaign, advertisers will receive a report on their campaign’s carbon emissions and transparency on areas to reduce emissions. They will also have the option to compensate emissions with over 100 top-tier and verified carbon removal projects around the world, which will help advertisers work towards their sustainability goals.
“As consumer engagement with gaming environments and associated ad-supported monetization continues to increase, there is a growing need to support sustainable media delivery across these platforms,” said David Shaw, Co-Founder and Chief Executive Officer of Cedara. “Our partnership with Anzu perfectly aligns with the advertising industry’s goal of greater transparency on and reduction of carbon emissions across all media channels.”