PRESS-NEWS.org - Press Release Distribution
PRESS RELEASES DISTRIBUTION

Technology presented for measuring carbon in media, advertising and generative AI

Developed by a UC3M spin-off, the company Hiili

2024-06-26
(Press-News.org) Measuring energy consumption derived from digital activity from a scientific point of view is the challenge faced by Hiili, S.L., a company recently formed and driven by two researchers from the Universidad Carlos III de Madrid (UC3M), Ángel and Rubén Cuevas Rumín, from the Telematics Engineering Department. Specifically, they develop technological solutions that combine Internet measurement techniques and Artificial Intelligence (AI) to make an accurate estimate of the energy consumption of a company's digital processes.

From 2025, according to a European directive, companies must report on how their business model affects sustainability and how external factors, such as climate change and human rights, influence their activities. “This includes disclosing indirect emissions in their value chain, known as Scope 3, which can be difficult to measure and control. This new regulation has generated a growing need in the private and public sectors to accurately quantify the energy consumption generated by their digital activity,” says Ángel Cuevas.

Hiili, which means “carbon” in Finnish, is developing a pioneering technology that will represent a notable evolution with respect to the proofs of concept scientifically validated by the UC3M research team. This technology combines Internet measurement techniques and the development of models based on Machine Learning, a discipline in the field of AI that makes it possible to identify patterns in massive data and develop predictive analysis. All this allows for an accurate estimate of the energy consumption of the company's digital activity. Currently, they have an operational product for digital advertising and a prototype to measure the energy consumption generated by the use of AI solutions, such as Chat-GPT or Gemini language models.

“We already offer a product that works with direct measurements of energy consumption, which makes Hiili the solution that provides the most accurate measurements of energy consumption and carbon footprint in this area,” says Rubén Cuevas. In addition, with these medium- and long-term developments, they also want to contribute to achieving the sustainable development goals in the area of sustainability and climate change.

Hiili's ultimate goal is to help companies and public entities measure the carbon footprint generated by their digital activity, with a primary focus on the energy consumption that an entity's activity generates in third parties. “In addition to measuring their carbon footprint, Hiili will provide information that will allow entities to make informed decisions to reduce their carbon footprint without affecting their business KPIs”, says Ángel Cuevas. 

“This collaboration has been evolving over several years. UC3M has been researching digital energy consumption since 2017 and has been a crucial partner for us in our previous company, Cavai. Together with the University, we have started this project with the goal of becoming a leading emissions data company,” says Steffen Svartberg, another of Hiili's founding partners.

To understand their business model, the researchers use a soft drink company as an example, which has a large direct energy consumption due to its own activities (such as the production of its beverages in bottling plants). However, this company also spends a lot of money on marketing activities that have no direct consumption of their own. “When we see an advertisement for the soft drink on our television or smartphone, the company is generating energy consumption that occurs on our devices, on a third party. While the measurement of direct emissions is something that has been developing in many companies and public entities in recent years, the measurement of indirect emissions is a complex technological challenge that Hiili has begun to address,” explains Rubén Cuevas.

This technology is not limited to digital advertising and AI, but is scalable and can be adapted to all digital services, including websites, apps, platforms and other digital infrastructure. This makes Hiili's solution a versatile resource for companies looking to measure, monitor and reduce the environmental impact of all digital activities.

UC3M participates in the share capital of this spin-off in order to contribute to its business development. This minority and temporary shareholding is articulated in accordance with the regulations for the creation of knowledge-based university companies. There are currently a total of 11 spin-offs in which UC3M participates, supported by the programme for the creation of and shareholding in spin-offs, located in the University's Science Park ‘s Centre for Innovation in Entrepreneurship and Artificial Intelligence (C3N-IA, in its Spanish acronym).

END


ELSE PRESS RELEASES FROM THIS DATE:

Do people who exercise more have a lower risk of ALS?

2024-06-26
EMBARGOED FOR RELEASE UNTIL 4 P.M. ET, WEDNESDAY, JUNE 26, 2024 MINNEAPOLIS – Moderate levels of physical activity and fitness may be linked to a reduced risk of amyotrophic lateral sclerosis (ALS) later in life, according to a new study published in the June 26, 2024, online issue of Neurology®, the medical journal of the American Academy of Neurology. The study only found an association between physical activity and risk of ALS in male participants, not female participants. ALS is a rare, progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. People with ALS lose the ability to initiate ...

Could preventative drug be effective in people with migraine and rebound headache?

2024-06-26
EMBARGOED FOR RELEASE UNTIL 4 P.M. ET, WEDNESDAY, JUNE 26, 2024 MINNEAPOLIS – A drug used to prevent migraine may also be effective in people with migraine who experience rebound headaches, according to a new study published in the June 26, 2024, online issue of Neurology®, the medical journal of the American Academy of Neurology. People with chronic migraine who overused pain medication had fewer monthly migraine and headache days and fewer days using pain medication when taking the migraine prevention drug atogepant. “There is a high prevalence of pain medication ...

Pathologists awarded grant from American Society of Hematology

2024-06-26
Dr. Zhen Mei, a clinical pathologist, and Dr. Vivian Chang, a pediatric hematologist-oncologist, both at UCLA Health, have been awarded $30,000 from the American Society of Hematology to revise blood cell ranges for people with Duffy-null Associated Neutrophil Count, which is also known as Duffy-negative. Those who are Duffy-negative, estimated to be two out of three people identifying as Black in the U.S., lack Duffy antigens on the surface of their red blood cells as a mechanism to resist malaria. This helps provide protection but ...

Revolutionizing ovarian cancer treatment with adaptive PARP inhibitor therapy

2024-06-26
TAMPA, Fla. — Ovarian cancer, often diagnosed at an advanced stage, presents significant treatment challenges because patients tend to develop resistance to conventional therapies quickly. Despite aggressive treatment, recurrence rates remain high, and managing this disease effectively requires innovative approaches. Poly-adenosine ribose polymerase (PARP) inhibitors have emerged as a treatment option, targeting specific DNA repair mechanisms in cancer cells. However, their use is often limited ...

Global consensus for sarcopenia

Global consensus for sarcopenia
2024-06-26
“[...] the development of a global conceptual definition of sarcopenia signifies a new dawn for this muscle disease.” BUFFALO, NY- June 26, 2024 – A new editorial paper was published in Aging (listed by MEDLINE/PubMed as "Aging (Albany NY)" and "Aging-US" by Web of Science) Volume 16, Issue 11, entitled, “Global consensus for sarcopenia.” In this new editorial, researchers Ben Kirk, Peggy M. Cawthon, and Alfonso J. Cruz-Jentoft from the University of Melbourne and Western Health discuss the global societal issue of skeletal muscle loss and weakness, termed Sarcopenia. Low muscle ...

Ocean’s loss of oxygen caused massive Jurassic extinction. Could it happen again?

Ocean’s loss of oxygen caused massive Jurassic extinction. Could it happen again?
2024-06-26
DURHAM, NC – Researchers have discovered a clue in Italian limestone that helps explain a mass extinction of marine life millions of years ago, and may provide warnings about how oxygen depletion and climate change could impact today’s oceans. “This event, and events like it, are the best analogs we have in Earth's past for what is to come in the next decades and centuries,” said Michael A. Kipp, an earth and climate science assistant professor at Duke University. Kipp co-authored a study published  June 24 in the Proceedings of the National Academy of Sciences  that measures oxygen loss ...

Shocked quartz reveals evidence of historical cosmic airburst

Shocked quartz reveals evidence of historical cosmic airburst
2024-06-26
(Santa Barbara, Calif.) — Researchers continue to expand the case for the Younger Dryas Impact hypothesis. The idea proposes that a fragmented comet smashed into the Earth’s atmosphere 12,800 years ago, causing a widespread climatic shift that, among other things, led to the abrupt reversal of the Earth’s warming trend and into an anomalous near-glacial period called the Younger Dryas.  Now, UC Santa Barbara emeritus professor James Kennett and colleagues report the presence of proxies associated with the cosmic airburst ...

Chemotherapy disrupts gut microbiome in patients with breast cancer

Chemotherapy disrupts gut microbiome in patients with breast cancer
2024-06-26
COLUMBUS, Ohio – Chemotherapy is known to cause behavioral side effects, including cognitive decline. Notably, the gut microbiome communicates with the brain to affect behavior, including cognition. “For the first time ever, our Intelligut Study found that the gut microbiome has been implicated in cognitive side effects of chemotherapy in humans,” said senior author Leah Pyter, associate professor of psychiatry and neuroscience with The Ohio State University Wexner Medical Center and College of Medicine. ...

Microrobot-packed pill shows promise for treating inflammatory bowel disease in mice

2024-06-26
Engineers at the University of California San Diego have developed a pill that releases microscopic robots, or microrobots, into the colon to treat inflammatory bowel disease (IBD). The experimental treatment, given orally, has shown success in mice. It significantly reduced IBD symptoms and promoted the healing of damaged colon tissue without causing toxic side effects. The study was published June 26 in Science Robotics. IBD, an autoimmune disorder characterized by chronic inflammation of the gut, ...

Sharing false political information on social media may be associated with positive schizotypy

Sharing false political information on social media may be associated with positive schizotypy
2024-06-26
Sharing false political information on social media by users may be associated with aspects of personality such as positive schizotypy, a set of traits including paranoia, suspicion and disrupted thinking patterns. It may also be linked to a motivation to increase awareness according to a study published June 26, 2024 in the open-access journal PLOS ONE by Tom Buchanan, University of Westminster, UK, and colleagues. The spread of false political information on social media can tarnish trust in authentic news and even contribute to social unrest. Knowingly or not, a small portion of social media users actively share false material. Buchanan and ...

LAST 30 PRESS RELEASES:

Exercise as an anti-ageing intervention to avoid detrimental impact of mental fatigue

UMass Amherst Nursing Professor Emerita honored as ‘Living Legend’

New guidelines aim to improve cystic fibrosis screening

Picky eaters by day, buffet by night: Butterfly, moth diets sync to plant aromas

Pennington Biomedical’s Dr. Leanne Redman honored with the E. V. McCollum Award from the American Society for Nutrition

CCNY physicists uncover electronic interactions mediated via spin waves

Researchers’ 3D-printing formula may transform future of foam

Nurture more important than nature for robotic hand

Drug-delivering aptamers target leukemia stem cells for one-two knockout punch

New study finds that over 95% of sponsored influencer posts on Twitter were not disclosed

New sea grant report helps great lakes fish farmers navigate aquaculture regulations

Strain “trick” improves perovskite solar cells’ efficiency

How GPS helps older drivers stay on the roads

Estrogen and progesterone stimulate the body to make opioids

Dancing with the cells – how acoustically levitating a diamond led to a breakthrough in biotech automation

Machine learning helps construct an evolutionary timeline of bacteria

Cellular regulator of mRNA vaccine revealed... offering new therapeutic options

Animal behavioral diversity at risk in the face of declining biodiversity

Finding their way: GPS ignites independence in older adult drivers

Antibiotic resistance among key bacterial species plateaus over time

‘Some insects are declining but what’s happening to the other 99%?’

Powerful new software platform could reshape biomedical research by making data analysis more accessible

Revealing capillaries and cells in living organs with ultrasound

American College of Physicians awards $260,000 in grants to address equity challenges in obesity care

Researchers from MARE ULisboa discover that the European catfish, an invasive species in Portugal, has a prolonged breeding season, enhancing its invasive potential

Rakesh K. Jain, PhD, FAACR, honored with the 2025 AACR Award for Lifetime Achievement in Cancer Research

Solar cells made of moon dust could power future space exploration

Deporting immigrants may further shrink the health care workforce

Border region emergency medical services in migrant emergency care

Resident physician intentions regarding unionization

[Press-News.org] Technology presented for measuring carbon in media, advertising and generative AI
Developed by a UC3M spin-off, the company Hiili