Anzu, Cedara launch intrinsic in-game ad sustainability solution


Anzu, the advanced intrinsic in-game advertising solution, and Cedara, the Carbon Intelligence Platform, have launched a groundbreaking global carbon measurement and compensation solution for intrinsic in-game advertising.

The partnership offers advertisers worldwide insights and the option to compensate their carbon emissions, the companies said.

As part of the continued drive in adtech towards carbon reduction, advertisers are increasingly seeking opportunities to minimise their carbon footprint.

At this year’s Cannes Lions International Festival of Creativity, GARM (Global Alliance for Responsible Media), a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetisation via advertising, and the Ad Net Zero community released a global framework to measure media’s carbon emissions.

Intrinsic in-game advertising sustainability solution

Cedara’s GARM-compliant methodology aims to enhance the visibility of intrinsic in-game advertising’s carbon footprint for the first time.

On the partnership, Anzu Co-Founder and CPO, Ben Fenster said: “Recent research suggests that the digital advertising ecosystem could contribute as much as 4% to global carbon emissions by 2025.

“As the intrinsic in-game advertising space continues to mature and become a larger part of ad budgets everywhere, understanding its environmental impact is crucial.

“Partnering with Cedara is another step towards sustainability in this sector.

“Along with our partners, we’re fully committed to building out the intrinsic in-game space in a sustainable and transparent way, seeking innovative solutions to help us and our partners reduce their environmental impact.”

Through this strategic partnership, Anzu and Cedara will calculate the carbon emissions of intrinsic in-game advertising campaigns using the Cedara platform and industry-standard methodology.

Post-campaign, advertisers will receive a report on their campaign’s carbon emissions and transparency on areas to reduce emissions.

They will also have the option to compensate emissions with over 100 top-tier and verified carbon removal projects around the world, which will help advertisers work towards their sustainability goals.

“As consumer engagement with gaming environments and associated ad-supported monetisation continues to increase, there is a growing need to support sustainable media delivery across these platforms,” said David Shaw, Co-Founder and Chief Executive Officer of Cedara.

“Our partnership with Anzu perfectly aligns with the advertising industry’s goal of greater transparency on and reduction of carbon emissions across all media channels.”

This announcement comes at a busy time for Anzu, who has also just launched strategic global partnerships with dentsu to bring advanced gaming strategies to dentsu clients and ‘level up’ the in-game advertising space, and Stagwell, the challenger network built to transform marketing, to innovate new formats for bespoke in-game experiences for brands.

The in-game platform has also just published a report into creative in-game excellence, which outlines best practices for advertisers to follow when creating ads for in-game environments, building on work done by the Internet Advertising Bureau (IAB).