PubMatic, an independent technology company delivering the future of digital advertising, today (9th September, 2025) announced a new partnership with Cedara, the AI engine for sustainable media, to ensure sustainable practices are integrated into every stage of the media lifecycle. Both active Ad Net Zero supporters, the two companies aim to equip advertisers and agencies with actionable environmental insights and tools to reduce the impact of their digital media campaigns.
As part of PubMatic’s unified platform for buyers, this integration brings sustainability to the forefront of supply path optimisation and curation strategies. Buyers can now leverage sustainability signals alongside performance, quality, and audience data to curate media supply paths aligned with their Environmental, Social, and Governance (ESG) goals, all within the same platform.
“In today’s market, environmental responsibility is not optional, it’s essential,” said Emma Newman, CRO EMEA at PubMatic. “Our partnership with Cedara empowers advertisers to embed sustainability seamlessly into media planning, enabling them to deliver campaigns that perform exceptionally while advancing their environmental goals.”Â
“Our congratulations to PubMatic and Cedara,” added Anthony Falco, global media sustainability director, Ad Net Zero. “Strategic partnerships like this will help move the industry toward a lower-carbon future by aligning advertising practices with global environmental standards. Embedding Greenhouse Gas (GHG) emissions calculations into platforms and tools, alongside other media metrics, means advertisers and media buyers can make informed, carbon-aware decisions.”
Through this collaboration, PubMatic clients will gain access to a comprehensive, science-based analysis of the environmental impact associated with media investments, both pre- and post-campaign. This enables smarter planning, informed optimisation, and a path toward greater media efficiency. Cedara’s methodology is fully aligned with the recently updated Ad Net Zero Global Media Sustainability Framework (GMSF), providing consistent, industry-backed metrics across the advertising supply chain.
Beyond detailed measurement and emissions reduction solutions, Cedara facilitates carbon compensation through access to a portfolio of verified, high-quality climate action projects. This enables advertisers to take immediate, impactful steps toward environmental targets, whether to comply with regulatory requirements or to meet ambitious science-based reduction commitments.
Key benefits and capabilities of the integration include:
“The marriage of sustainability and media performance is a critical evolution for the advertising industry,” said Eric Shih, chief operating officer at Cedara. “By working with PubMatic and leveraging the enhanced GMSF standards, we’re providing agencies and brands with a powerful toolkit to make thoughtful, measurable, and energy-conscious decisions.”
This announcement further underscores PubMatic’s commitment to sustainability leadership across the digital advertising ecosystem, making it easier for advertisers to plan, execute and optimise media campaigns in a way that supports both business and environmental outcomes.
