Smart Curation Technology Significantly Improves Carbon Efficiency in the Programmatic Ecosystem

Following the release of the Global Media Sustainability Framework (GMSF) by the WFA and Ad Net Zero—the media industry's standardised measurement methodology—Cedara has, in a first for media curation technology, completed an analysis of Onetag's digital emissions.

Real-time AI curation filters inventory at the source and optimises ad impression attributes at the placement level, delivering superior media quality and performance for buyers. The Onetag AI engine also integrates trusted measurement and audience data providers to further enhance impression quality and access to consented audiences at scale. Smart curation technology drives significant efficiency for buyers and reduces QPS in the bidstream - and now, the results are in on the carbon intensity of this approach.

Cedara, the Carbon Intelligence Platform, confirms:

• That the full-year emissions intensity of the Onetag next-gen ad exchange and Smart Curation Platform is 0.27 grams CO2e per ad impression. This figure is 94% more efficient than the programmatic industry benchmark of 4.24 grams CO2e per ad impression.
• Furthermore, the number of smart curation bids required per impression is 1,100 - nearly half the industry average of 2,160.
• Data transferred per impression is also significantly reduced, at just 5% of the industry average (4.4k kb compared to 94k kb).

The proof of smart curation’s carbon efficiency comes at a crucial time, as companies intensify efforts to reduce their carbon footprint, including in media usage, which currently accounts for 3% of global emissions.

Filippo Gramigna, Onetag co-CEO, says: "Onetag is thrilled that Cedara’s Carbon Intelligence Platform has demonstrated the remarkable carbon efficiency of smart curation technology within programmatic advertising. We are passionate about delivering faster, better campaign outcomes, built on our foundation of laser-targeted ad placement optimisation. Now, we know this approach not only exceeds media quality and performance metrics but also delivers standout results under the new carbon efficiency industry framework. We look forward to sharing further actionable insights with our customers."

"The findings from our analysis of Onetag’s smart curation technology mark a major milestone in programmatic media sustainability." says David Shaw, co-founder and CEO of Cedara. "By significantly reducing emissions intensity, Onetag is proving that environmental responsibility and media performance can go hand in hand. As the industry increasingly prioritises carbon efficiency, we’re proud to provide the intelligence that helps businesses like Onetag drive measurable impact." 

Going forward, Onetag is integrating Cedara as a core element of its corporate sustainability strategy, providing precise emissions measurement insights for curators, brands, and agencies. Campaign measurement data will align with industry-standard frameworks, including GARM, SRI, and Alliance Digitale, with Europe and the US as key markets

Note: GMSF v1.1 programmatic industry benchmark leverages industry default values from the SRI & Alliance Digitale framework, since the GMSF has yet to define default values in their framework. The SRI & Alliance Digitale framework has served as the foundation for the GMSF methodology for Digital.