# GumGum Goes Green with Cedara Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-02-07 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: New Collaboration with Cedara Accelerates Decarbonization Meta Description: Discover how GumGum is pioneering decarbonization efforts with Cedara's advanced carbon intelligence platform to reduce emissions and drive sustainability. URL: https://financedigest.com/gumgum-goes-green-with-cedarahtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/ggbannoucementcedarasocialsocial03-1736814475226-compressed.jpg) _New collaboration accelerates decarbonization, sustainability commitments for lead contextual intelligence platform_ **London, UK – February 7, 2023 –** [GumGum](https://gumgum.com/), a contextual-first, global digital advertising platform, today announces a new partnership with Cedara, the carbon intelligence platform. Utilising Cedara’s Enterprise software solution, GumGum will now have access to carbon measurement, reduction and reporting tools, a carbon offset marketplace, and the ability to sync emissions data with brand and agency partners using Cedara’s Investment Hub. Cedara will also serve as strategic advisors in GumGum’s company-wide decarbonization and sustainability efforts. GumGum recognises the value of collaboration and partnership toward a mutual goal, including curbing global warming to ensure a [sustainable future](https://www.financedigest.com/sustainable-finance-the-wave-of-the-future.html "Sustainable Finance: The Wave of the Future"). The internet emits up to 4% of [global carbon emissions and it’s estimated that the digital advertising industry exceeds one million](https://www.financedigest.com/black-panther-sequel-ignites-box-office-with-330-million-global-debut.html "‘Black Panther’ sequel ignites box office with 0 million global debut") tons of carbon per year. In contrast, the aviation industry contributes about half of the internet’s carbon output, responsible for about 2% of [global emissions](https://www.financedigest.com/global-energy-related-co2-emissions-edged-up-to-record-high-in-2022-iea.html "Global energy-related CO2 emissions edged up to record high in 2022 – IEA"). “It will take global solidarity to [protect](https://www.financedigest.com/u-n-summit-aims-for-global-pact-to-protect-nature.html "U.N. summit aims for global pact to protect nature") the habitability of the planet and we’re committed to playing our role to reduce the effects of global warming,” said Phil Schraeder, CEO of GumGum. “Not only will we be able to move the needle on our own footprint and sustainability practices as a business, but we’re also going to be able to help our [partners make more sustainable advertising](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") choices.” GumGum’s [partnership with Cedara will enable](https://www.financedigest.com/forescout-and-fireeye-expand-partnership-enabling-faster-response-to-cybersecurity-threats.html "FORESCOUT AND FIREEYE EXPAND PARTNERSHIP, ENABLING FASTER RESPONSE TO CYBERSECURITY THREATS") the company to create an actionable carbon reduction strategy through granular mapping of emissions, employing Cedara’s media taxonomy which can then be used to calculate GumGum’s impression intensity. GumGum will be able to utilise this comprehensive data to share with brands and agencies to [support a path to net](https://www.financedigest.com/seenthis-joins-ad-net-zero-uk-and-supports-drive-in-the-us.html "SeenThis joins Ad Net Zero UK and supports drive in the US") zero. Cedara’s Enterprise platform capabilities will also extend to employees as well as to [publisher partners](https://www.financedigest.com/white-bullet-partners-with-horizon-media-to-stem-the-flow-of-ads-to-pirate-publishers.html "White Bullet partners with Horizon Media to stem the flow of ads to pirate publishers"). Cedara’s [carbon offset marketplace, including verified carbon removal projects](https://www.financedigest.com/carbon-black-market-projected-to-garner-significant-revenues-by-2018-2026.html "Carbon Black Market Projected to Garner Significant Revenues by 2018-2026") related to biomass, forestry, gas capture and more, will enable GumGum to seamlessly purchase carbon credits. “Our mission at Cedara is to help [businesses](https://www.financedigest.com/how-to-implement-ethical-employee-productivity-monitoring-for-future-business-growth.html "How to implement ethical employee productivity monitoring for future business growth") pave a more sustainable and carbon-free future,” stated David Shaw, Founder and CEO of Cedara. “With GumGum, we’re not only going to be providing advanced carbon analytics, we’re also using this high-impact data to recommend strategic [choices with a sustainable-first mindset across](https://www.financedigest.com/flooded-battery-to-remain-top-choice-across-industries-accounting-for-49-0-of-lead-acid-battery-sales-in-2021-future-market-insights.html "Flooded Battery to Remain Top Choice across Industries, Accounting for 49.0% of Lead Acid Battery Sales in 2021: Future Market Insights") the business.” “This partnership has been many months in the making and we’re thrilled to have Cedara as a strategic partner in building a more [sustainable](https://www.financedigest.com/nfts-live-streams-sustainable-businesses-and-social-shopping-what-to-prioritise-in-commerce-this-year.html "NFTs, live streams, sustainable businesses and social shopping – what to prioritise in commerce this year") business,” said Adam Schenkel, Executive Vice President of Global Platforms and Strategy at GumGum. “Tracking, [measuring and reporting our carbon emissions](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") will help us make more informed and intentional decisions that prioritise the health of the planet, ultimately benefiting us all in the process.” Sustainability is one of GumGum’s core [strategic priorities for 2023 and beyond](https://www.financedigest.com/why-cfos-must-have-intelligent-automation-on-their-strategic-agenda-in-2022-and-beyond.html "Why CFOs must have Intelligent Automation on their strategic agenda in 2022 and beyond"). Cedara’s partnership will be critical in the [company’s development of a decarbonization and sustainability](https://www.financedigest.com/italys-eni-sets-up-sustainable-transport-services-company.html "Italy’s Eni sets up sustainable transport services company") policy that works toward carbon net zero. GumGum will conduct quarterly [sustainability reviews across the platform to identify ways](https://www.financedigest.com/green-cloud-one-way-your-company-can-commit-to-sustainability.html "Green Cloud: one way your company can commit to sustainability") to reduce emissions and deploy solutions. In addition to auditing technology, GumGum is designing sustainability-inspired [office environments that foster connection between employees](https://www.financedigest.com/hundreds-of-tyson-foods-employees-to-depart-as-company-closes-offices-wsj.html "Hundreds of Tyson Foods employees to depart as company closes offices – WSJ"), partners, clients, the communities we live in and the environment. The new offices around the [globe](https://www.financedigest.com/pain-of-breaking-inflation-will-reverberate-around-the-globe.html "Pain of breaking inflation will reverberate around the globe") will be centred around a bigger purpose including flexibility, sustainability, community and growth. GumGum’s Farmhouses, the new, futuristic workspaces, will be [office spaces](https://www.financedigest.com/a-guide-to-finding-office-space-for-your-startup.html "A guide to finding office space for your startup") informed by the world around us, putting an emphasis on community building without sacrificing societal and environmental good. For more information, please reach out to [pr@gumgum.com.](mailto:pr@gumgum.com) **About GumGum** [GumGum is a contextual-first, global digital advertising platform](https://gumgum.com/) that captures people’s attention without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and [safer future](https://www.financedigest.com/smarter-safer-stronger-cybersecurity-is-now-critical-to-digital-future.html "Smarter, safer, stronger cybersecurity is now critical to digital future") for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 [markets worldwide](https://www.financedigest.com/cbd-oil-market-worldwide-growth-trendsleading-segments-and-opportunities-to-2031.html "CBD Oil Market Worldwide Growth, Trends,leading Segments And Opportunities to 2031"). For more information, please visit [www.gumgum.com](http://www.gumgum.com). **About Cedara** Cedara, the carbon [intelligence platform](https://www.financedigest.com/vodafone-leverages-gumgums-contextual-intelligence-platform-to-increase-purchase-intent-around-samsung-galaxy-z-flip3.html "Vodafone leverages GumGum’s contextual intelligence platform to increase purchase intent around Samsung Galaxy Z Flip3"), is on a mission to help businesses decarbonize and to build a more sustainable future for society. Through its comprehensive product suite, Cedara maps the carbon intensity across supply chains to empower investment [teams to decarbonize the supply path across their goods and services](https://www.financedigest.com/brand-metrics-bolsters-client-services-team-as-brand-lift-measurement-booms.html "Brand Metrics bolsters client services team as brand lift measurement booms"). Cedara adopts a high-impact, data-driven approach to develop transformative [solutions for businesses and their partners to accelerate the shift to a net zero economy](https://www.financedigest.com/meet-tilak-joshi-the-fintech-ceo-building-modern-solutions-for-the-gig-economy.html "Meet Tilak Joshi: the fintech CEO building modern solutions for the gig economy"). Founded in 2021, Cedara is headquartered in New [York City](https://www.financedigest.com/new-york-becomes-first-u-s-city-to-mandate-covid-vaccines-to-enter-restaurants-gyms.html "New York becomes first U.S. city to mandate COVID vaccines to enter restaurants, gyms") with offices in the US and UK. To learn more, please visit cedara.io. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---