Cedara and momox Reveal Spend-Based Carbon Measurement Can Overstate Advertising Emissions by 5X

LONDON - EntSun -- Cedara, The AI Engine for Sustainable Media, today released a new case study with momox, Europe's leading recommerce platform, demonstrating how traditional spend-based carbon measurement can significantly overstate the climate impact of digital advertising.

The analysis examined three digital marketing campaigns across Google Performance Max, Google Search, and Programmatic Display & Video, comparing activity-based measurement aligned with the Global Media Sustainability Framework (GMSF v1.2) against a spend-based estimation approach. The findings showed that spend-based calculations overstated emissions by more than five times, producing inflated and non-actionable results.

"Financial proxy methods were never designed to reflect how digital media actually operates," said Eric Shih, Chief Operating Officer at Cedara. "Activity-based measurement aligned with the GMSF provides a far more accurate and credible view of emissions and, critically, gives brands practical levers to reduce impact without compromising performance."

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By adopting an activity-based, GMSF-aligned methodology, momox gained a clearer understanding of emissions across the digital advertising supply chain and access to actionable insights to support optimization and reduction efforts.

"For us, accuracy matters," said Lenia Karallus, Chief Commercial Officer Fashion at momox. "Using an industry-standard, activity-based approach allows us to measure our media footprint credibly, benchmark fairly, and make informed decisions that align sustainability goals with performance-driven marketing."

As sustainability reporting expectations increase across the advertising ecosystem, the case study underscores the importance of industry-standard, activity-based measurement for credible disclosure and meaningful emissions reduction.

Read the full case study: https://docsend.com/view/txbw9x6zt42zx84h

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About momox:

momox SE is Europe's leading re-commerce company. By buying and reselling pre-owned items, momox actively supports the circular economy and helps customers avoid valuable resources. Founded in 2004 and headquartered in Berlin, the company currently employs more than 2,100 people across three locations. Since its launch, over 400 million items have been bought and resold through momox.

momox makes selling books, media items and clothing simple and secure. Customers can sell their items at a fixed price, send them in for free and with minimal effort. After a thorough quality check, the items are resold: books and media are offered at up to 70% off the original retail price on medimops in Germany, momox shop in France and via international online marketplaces worldwide. Quality-checked second-hand clothing, shoes and accessories are available on momoxfashion.