Monitoring and Minimizing Carbon Emissions in Every Digital Out-of-Home Campaign

Moving Walls, a global pioneer in digital transformation within the Out-of-Home (OOH) advertising sector, has announced a key partnership with Cedara, a leading Carbon Intelligence Platform. This collaboration introduces innovative tools for measuring and optimizing carbon emissions in Digital Out-of-Home (DOOH) advertising, enabling brands and media operators to make more sustainable decisions on a global level.

Rooted in innovation, sustainability, and a drive to explore new frontiers, Moving Walls continues to redefine the OOH space with data-led solutions that generate real-world impact. The partnership with Cedara marks another significant step in our commitment to fostering an environmentally conscious and responsible media ecosystem.

Driving Sustainable Innovation in Advertising

With increasing global attention on environmental issues, there’s a growing demand for greener advertising practices. Moving Walls is taking proactive measures to tackle Scope 1, 2, and 3 emissions within the DOOH industry, reaffirming its pledge to reduce carbon output across the media supply chain.

“Sustainability is no longer a choice; it’s a necessity,” said Srikanth Ramachandran, Founder & Group CEO of Moving Walls. “Moving Walls’ platform leverages proprietary DOOH data to maximize campaign impact. By integrating Cedara’s carbon ratings, we now enable advertisers to measure, reduce, and offset emissions for every campaign, turning sustainability into a measurable and offset able performance metric.”

Highlights of the Moving Walls and Cedara Collaboration

Thanks to Cedara’s advanced Carbon Intelligence Platform, Moving Walls now offers an end-to-end solution for agencies, advertisers, and media owners to monitor carbon emissions at every phase of a DOOH campaign. The platform adheres to the globally adopted Ad Net Zero Global Media Sustainability Framework (GMSF), offering detailed reporting across the media ecosystem.

“We are thrilled to collaborate with Moving Walls, a trailblazer in digital media solutions,” said Steve Alpe, Director of Partnerships, APAC at Cedara. “Together, we are accelerating the transition to a sustainable future in OOH advertising, enabling brands to make conscious decisions that minimize environmental impact while still achieving their business objectives.”

Innovating with Carbon-Focused Optimization

A standout feature of the partnership is the introduction of carbon-based campaign optimization. This state-of-the-art tool enables advertisers to optimize media buys in real-time, not just for performance, but also for energy efficiency. Using AI and data analytics, the system suggests lower-carbon options, helping advertisers align their campaigns with sustainability goals while maintaining reach and effectiveness.

Additionally, the partnership supports carbon offset programs. Brands and media partners can invest in certified projects that actively remove carbon from the atmosphere, helping them move toward carbon neutrality in advertising.

Paving the Way for a Sustainable Future

By adopting energy-conscious practices and collaborating with sustainability-driven partners, Moving Walls and Cedara are at the forefront of creating a more eco-friendly media environment. Their shared vision is to transform the DOOH industry, making sustainable advertising more accessible, inclusive, and impactful for all stakeholders.

About Moving Walls

Moving Walls is a media technology group with a presence across four continents and seven markets. The Company operates Moving Audiences, a US-patented multi-sensor approach to location-based media measurement.

Today, Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. Through measuring physical locations and people’s movement, this powers Planning, Buying, Verification, and Content Delivery capabilities for location-based media like billboards, digital signage, and transit media.

In 2017, APAC CIO Outlook listed us as one of the “10 Most Promising Digital Technology Solutions Providers”. Moving Walls is also a TiE50 winner, a listing of 50 most enterprising startups globally. Recently, we were identified by Unilever as one of the most innovative companies in the region.

About Cedara

Cedara is a dedicated Carbon Intelligence Platform focused on reducing the media industry’s carbon footprint. Its tools help media companies assess and lower emissions across both operational activities and advertising campaigns, aligning with the Ad Net Zero initiative.

By offering visibility into the carbon intensity of the media supply chain, Cedara empowers investment and strategy teams to make informed, eco-friendly decisions. Their goal is to help businesses drive meaningful climate action. Founded in 2021 and based in New York City, Cedara has offices in the US, UK, France, Germany, and Australia. Learn more at cedara.io.