Onetag partners with Cedara

Following the release of GARM’s (Global Alliance for Responsible Media) new sustainability framework, Onetag says it has selected Cedara, a Carbon Intelligence Platform, to quantify the sustainability benefits of its AI-powered media curation for the programmatic supply chain. Onetag says it will incorporate Cedara as a core element of its corporate sustainability strategy and provide comprehensive emissions measurement for buy-and sell-side customers as part of its Smart Curation Platform.

Measurement of all campaigns will be compliant with industry-standard measurement frameworks, added the company, including SRI & Alliance Digitale from now, and GARM in the near future. Integration is already underway, with the UK, Europe and US as key markets.

AI-powered Smart Curation is a sustainable approach, and by integrating Cedara’s Carbon Intelligence Platform data to quantify the benefits of its AI-powered media curation for the programmatic supply chain, Onetag says it aims to drive advertisers towards its advanced traffic-shaping technology.

The partnership with Cedara will enable brands and agencies to easily benchmark Onetag’s carbon efficiency as a media supplier, helping to quantify the sustainability benefits of AI-powered curation in reducing programmatic advertising wastage and QPS (Queries Per Second) for the supply chain. It will also provide greater transparency on the general carbon footprint of the supply chain for the benefit of buyers and sellers, added Onetag.

"Onetag is delighted to be integrating Cedara’s Carbon Intelligence Platform as the next step in demonstrating the significant sustainability benefits of AI-powered advanced traffic-shaping technology”, says Filippo Gramigna, COO at Onetag. “We look forward to sharing transparency, insights and measurement as part of the new industry framework to help accelerate this approach for a cleaner, greener programmatic ecosystem for all.”

“We are thrilled to partner with Onetag, given their focus on both corporate sustainability and efforts to reduce the environmental impact across the programmatic supply chain,” says David Shaw, co-founder and CEO of Cedara. “Onetag’s curation technology is a prime example of innovative solutions that will bolster media sustainability, and we look forward to quantifying the decarbonisation effect for Onetag’s organisation and their clients.”

Onetag says its Smart Curation programmatic platform uses impression-level traffic-shaping to eliminate low-quality media in the programmatic supply chain. Its OpenVerified solution curates the bidstream for DSPs at the seat level, ensuring agencies and brands achieve high win rates for the specific impressions they require.

DealCurate provides significant operational efficiency, with full control of supply-side deal creation, and can also be activated directly in all leading DSPs. Its proprietary semantic engine accesses 100m data points, enabling cookieless contextual targeting at a highly granular level, and at scale.