Virtual Minds Optimises its Technology Portfolio with Carbon Measurement Insights from Cedara

Virtual Minds, operator of the leading European full-stack technology range for the digital advertising market, is launching environmentally friendly, CO2-measured, and reduced programmatic advertising. To this end, the programmatic omnichannel advertising specialist has now entered into a partnership with Cedara, the Carbon Intelligence Platform. 

The company, which specialises in holistic measurement and consulting on reducing greenhouse gas emissions in the media industry, will provide Virtual Minds with a transparent carbon footprint of its business activities (Scopes 1 to 3 according to the Greenhouse Gas Protocol), including carbon emissions across the programmatic supply chain (Active Agent, Adition, The Adex, Media Manager and Yieldlab), thus enabling the ecologically optimised further development of the programmatic advertising system and Virtual Minds’ technology portfolio.

The aim of the collaboration with Cedara is to make programmatic advertising even more environmentally friendly on the basis of granular, standardised audit information – across all emission-causing areas right through to ad processing in the ad server and ad playout on end devices - according to Ad Net Zero’s Global Media Sustainability Framework. To this end, Cedara’s carbon intelligence platform will provide Virtual Minds with all relevant KPIs and benchmarks with which the programmatic advertising specialist can continuously assess the implementation of its holistic decarbonisation strategy and identify optimisation potential in its advertising technologies and their resource-saving further development. Virtual Minds will also use the Cedara data to provide its customers and partners with comprehensive transparency about the carbon footprint of their campaigns handled via Virtual Minds platforms, thereby supporting them in their efforts to reduce their greenhouse gas emissions.

The partnership with Cedara is the first in a series of planned collaborations with which Virtual Minds, as one of the leading market shapers of digital and programmatic advertising in the DACH region and beyond, aims to contribute to its sustainable further development. It should also be seen as a clear signal of support for the Ad Net Zero initiative and associated standards, which aims to decarbonise the production, distribution, and display of advertising.

Sandra Assadi, director corporate development at Virtual Minds, explains: "The continuous and sustainable further development of digital and programmatic advertising is part of Virtual Minds’ brand essence – whether in terms of media, technology, efficiency or now also ecology. As always, we pursue the most holistic approach possible, and the partnership with Cedara and its equally holistic concept of end-to-end emissions measurement and optimisation is an excellent contribution to this."

Christoph von Reibnitz, VP Sales DACH of Cedara, adds: "In today's world, every aspect of business must align with the need for climate action, and advertising is no exception. By partnering with Virtual Minds, we're taking a significant step toward reducing emissions across the entire programmatic supply chain. This collaboration reflects our commitment to enabling companies to fully understand and minimise their carbon footprints, helping the media industry play its role in the global effort to reach net-zero emissions."