Lift, the European Digital Group’s media agency, and Cedara, the Carbon Intelligence Platform, are pleased to announce a strategic partnership aimed at measuring and reducing the carbon footprint of Lift's operations and advertising delivery for its clients. Through Cedara's industry-leading sustainability platform, Lift will enhance its own commitment to sustainability while supporting brands’ ambitions to reduce emissions from their advertising campaigns.

As a prominent player in the French media landscape, Lift is dedicated to driving innovation and responsibility in advertising. Leveraging Cedara's solutions, Lift will comprehensively measure its carbon footprint, encompassing Scope 1-3 emissions, including media delivery across both digital and offline channels, and inform emissions reduction strategies. Cedara will also assist Lift in broader sustainability initiatives including regulatory compliance.

For brands working with Lift, this initiative brings a new level of transparency and accountability to media planning and activation. Cedara’s technology provides in-depth emissions insights across all media channels, aligning with the Ad Net Zero Global Media Sustainability Framework. Advertisers will benefit from data-driven recommendations to optimise their campaigns with sustainability in mind — ensuring reduced carbon impact without compromising reach or performance.

"As a media agency, meeting the requirements of responsible advertising means, above all, ensuring that we are properly equipped to do so," said Sanja Vlaisavljevic, head of Lift. "We wanted to go much further than a simple carbon footprint calculator. The partnership with Cedara has enabled us to equip both the agency and our customers, so that they can align their media choices with their sustainable development objectives."

Andrea Caporlingua, VP of sales, France and Belgium at Cedara, added: "Our collaboration with Lift (European Digital Group’s) represents an important step toward reducing the environmental impact of advertising. With Cedara’s technology, Lift and its clients will be able to implement sustainable media strategies that drive both business success and climate action."

Cedara

Cedara, the carbon intelligence platform, is on a mission to help businesses decarbonise and to build a more sustainable future for society. Through its comprehensive product suite, Cedara maps the carbon intensity across supply chains to empower inv...

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