Cedara & PGAM Media Announce Partnership to Advance Sustainable Advertising

Cedara, the carbon intelligence platform, and PGAM Media, a unified supply- and demand-side platform powering data-driven, AI-optimised programmatic advertising across Web and connected TV (CTV), today (April 29th, 2025) announced a partnership aimed at promoting sustainability within the digital advertising ecosystem. 

This collaboration will leverage Cedara's comprehensive carbon measurement and reduction solutions alongside PGAM Media's advanced programmatic advertising platform to offer advertisers and publishers actionable insights into the carbon footprint of their media campaigns.

Cedara's platform enables organisations to comprehensively measure, reduce, compensate, and report on carbon emissions across their operations and media investments. By integrating Cedara's technology, PGAM Media will provide its clients with transparent emissions data, aligned with the industry-standard Ad Net Zero Global Media Sustainability Framework (GMSF), empowering them to make informed decisions to decarbonise their advertising efforts.

"We are excited to partner with PGAM Media to further our mission of building a more sustainable future for the advertising industry," said David Shaw, CEO and co-founder of Cedara. "PGAM's commitment to integrating cutting-edge technology with data science aligns perfectly with our goal to empower businesses to achieve net-zero emissions."

PGAM Media's platform offers advertisers and agencies access to a curated and transparent marketplace, utilising artificial intelligence to optimise programmatic advertising and effectively connect with high-intent audiences. The integration of Cedara's sustainability solutions will further enhance PGAM's offerings by providing clients with the tools to assess and reduce the environmental impact of their campaigns.

"At PGAM Media, we recognise the importance of sustainability in today's digital landscape," said Priyesh Patel, CEO and founder at PGAM Media. "Partnering with Cedara allows us to offer our clients not only optimised advertising solutions but also the ability to align their campaigns with their environmental values."