Cedara Raises $2.7M for Carbon Intelligence Platform

Companies are becoming increasingly concerned about their environmental, social and governance impacts as investors, policy makers and other key stakeholders believe this is a way to protect against future risks. has become It also helps organizations reduce costs, attract new talent, manage debt, and access new revenue opportunities. sidhara is an automated carbon intelligence platform for the advertising ecosystem to proactively manage, monitor, measure, reduce, offset and report on their carbon footprint. It’s not obvious, but according to marketing consultancy Fifty-Five, a single digital advertising campaign can generate 323 tons of carbon dioxide, and brand advertisers have a stated carbon reduction mission. is at odds with A consortium within the advertising industry has set a goal of net zero emissions by 2030, dubbed “AdNet Zero,” to address these challenges. Cedara is poised to enable the industry to achieve this goal by focusing his entire chain of media supply, from business operations to ad production, media planning/buying, awards/events/recognition initiatives. I am tidying up.

alley watch Catch up with the CEO and co-founder of Cedara David Shaw To learn more about the business, the company’s strategic plans, recent funding rounds and more…

Who are your investors and how much did you raise?
The $2.7 million seed round was raised from prominent angel investors, successful entrepreneurs in the enterprise marketing software industry, as well as executives from private equity, publishing and advertising technology companies.

What products or services does Cedara offer?
Cedara has developed the only carbon intelligence platform built for companies within the advertising ecosystem, embracing carbon footprint across the media supply chain, including but not limited to media distribution, ad production, events and businesses. can be measured, reported and reduced operation.

Cedara allows ad platforms, publishers and vendors to easily share carbon data with media agency account teams and brands, seamlessly streamlining overall carbon footprint and net-zero reduction efforts from campaign activities. can be tracked to

What inspired you to start Cidara?
Cedara’s founding team has decades of experience in media and advertising technology. I have been fortunate enough to have had several successful exits from previous startup ventures. Sustainability has always been a team passion. That’s why we decided to start Cedara to leverage our experience and make an immediate environmental impact in an industry we know well (and we’re already promoting sustainability with our Ad Net Zero Initiative).

How is it different from Sidarra?
Cedara aligns itself with the Net Zero Ad Principles driving a net zero target year of 2030 for all participants in the advertising industry. This target includes all aspects of the industry including business operations, media planning and distribution, ad production, events and business travel.

Cedara is the only platform designed to comprehensively measure and reduce your carbon footprint across the media supply chain, across all channels (digital, print, broadcast, etc.) through software and automation.

What is Cedara’s target market and size?
The advertising industry is projected to reach $1 trillion in global revenue by 2030.

what is your business model?
Depending on the type of partner, there are business models that consist of SaaS platform fees, transaction fees, and/or data sharing fees.

How are you preparing for a potential economic slowdown?
Climate change will not slow down in a recession, so government regulations (for carbon reporting), cost of capital considerations, and ultimately consumer sentiment will continue to drive companies to invest in ESG initiatives. I think it is necessary.

Climate change will not slow down in a recession, so government regulations (for carbon reporting), cost of capital considerations, and ultimately consumer sentiment will continue to drive companies to invest in ESG initiatives. I think it is necessary.

That being said, we have developed a unique business model that drives higher ROI from sustainability investments while keeping the financial and resource lift required for most of our partners low.

What was the fundraising process like?
We bootstrapped the company for over a year.

Although the public market has experienced a downturn, investors and VCs continue to be very enthusiastic when we enter the market to invest, and see this difficult time as an opportunity to invest in the next phase of innovation. I was watching

What was the biggest challenge you faced in raising capital?
The time commitment required during the fundraising process was the biggest challenge as we had to balance the time between that and rapidly expanding the company.

We were at the intersection of climate tech and media, so we were lucky to get a lot of investor interest (we had to spend more time meeting with investors).

What factors in your business are driving investors to write you checks?
Our investors were also successful entrepreneurs deploying enterprise software platforms for brands, agencies and publisher clients in the media industry. They quickly recognized the value of automation to tackle the pressing task of collecting (emissions) data at scale and making it practical across the media ecosystem. And, of course, they are huge supporters of the founding team and our track record of developing and growing our business on a global level.

Our investors were also successful entrepreneurs deploying enterprise software platforms for brands, agencies and publisher clients in the media industry. They quickly recognized the value of automation to tackle the pressing task of collecting (emissions) data at scale and making it practical across the media ecosystem. And, of course, they are huge supporters of the founding team and our track record of developing and growing our business on a global level.

What milestones do you plan to achieve in the next six months?
We plan to launch multiple pilots with some of the world’s biggest brands and agencies in the next few quarters. Our solution will enable you to start tracking and measuring the carbon footprint impact across your media investments, as well as all your suppliers and distribution partners.

What advice can you give to New York companies that haven’t injected fresh capital into their banks?
Be sloppy and maintain your grit and tenacity. Be prepared for many rejections from investors. If possible, leverage your extensive network of friends, family and colleagues to raise short-term funding. Prioritize building your product, optimizing your pitch to customers, and growing your customer base. This is the best way to close your investment capital.

Where do you see the company going now in the near future?
Cedara plans to expand its commercial presence from the US to the UK and EU in early 2023. The company is already rapidly expanding its business in anticipation of a Series A funding round within the next 12 months.

What is your favorite restaurant in the city?
In a city with such diverse cuisines and tens of thousands of restaurants, it’s nearly impossible to name one favorite. With that said, Fat Choi on the Lower East Side currently ranks high on my list for its unique vegan and Chinese-inspired dishes.

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