{"id":13624,"date":"2025-05-08T10:39:42","date_gmt":"2025-05-08T08:39:42","guid":{"rendered":"https:\/\/refinery89.com\/?p=13624"},"modified":"2025-05-08T17:37:21","modified_gmt":"2025-05-08T15:37:21","slug":"sustainability-in-programmatic-advertising","status":"publish","type":"post","link":"https:\/\/refinery89.com\/de\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech going green &#8211; Sustainability in programmatic advertising"},"content":{"rendered":"<p>There is no denying that the digital advertising industry has experienced exponential growth in many fields during recent decades helping publishers thrive and aiding advertisers in running more efficient campaigns.<\/p>\n<p>But it\u2019s not all sunshine and rainbows. As the amount of digital consumption has grown, many systems have been introduced and the number of data connections (<a href=\"https:\/\/refinery89.com\/es\/que-es-un-ssp\/\" target=\"_blank\" rel=\"noopener\">SSP<\/a>, <a href=\"https:\/\/refinery89.com\/es\/what-is-a-dsp\/\" target=\"_blank\" rel=\"noopener\">DSP<\/a>, DMP etc.) for every ad request can be very complicated if uncontrolled. More connections = more data = more consumption of electricity = CO2 emissions<\/p>\n<p>Unfortunately, it has led to a significant increase in its carbon footprint. It is estimated that the energy required to generate all the code behind digital advertising represents approximately 2% of the total emissions of the Internet.<\/p>\n<p>This figure highlights the urgent need to adopt cleaner and more sustainable technologies. Today we are joined by <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, our senior business developer, to discuss the impact of sustainability in <a href=\"https:\/\/refinery89.com\/de\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">programmatic advertising.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Environmental impact of digital advertising<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Let\u2019s be honest, the programmatic advertising ecosystem is complex. It\u2019s made up of multiple intermediaries, generating a considerable data load. Every time an ad auction takes place, multiple server calls are made, increasing energy consumption and, therefore, carbon emissions.<\/p>\n<p>The pollution generated by a small internet campaign serving 1 million banners can vary depending on many factors (file size, servers used, intermediaries in the programmatic chain, etc.)<\/p>\n<p>According to sources like <a href=\"https:\/\/info.scope3.com\/hubfs\/Content%20Downloads%20-%20Gated\/2023\/SoSA%20Assets%20Dec%202023\/Scope3%20State%20of%20Sustainability%20Report%20-%20December%202023.pdf?\" target=\"_blank\" rel=\"noopener\">Scope3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">Good-Loop<\/a>, and industry data, on average, showing 1 million banner ads causes between <strong>1 and 5 grams of CO\u2082<\/strong> to be emitted into the atmosphere. This comes from things like:<\/p>\n<ul>\n<li>The energy used by servers that host and delivers the ads.<\/li>\n<li>The data transfers across the internet.<\/li>\n<li>All the intermediaries (e.g., SSPs, DSPs) in the programmatic advertising supply chain.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-13625 size-large\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-1024x576.png\" alt=\"What is the equivalent of emitting 5kg of CO\u2082 - Sustainability in the programmatic industry.\" width=\"800\" height=\"450\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-1024x576.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-300x169.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-768x432.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-1536x864.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_-18x10.png 18w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/What-is-the-equivalent-of-emitting-5-kg-of-CO\u2082_.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><strong><br \/>\nWhat can the supply side do to maximize ad revenue while keeping things green?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>On the supply side, we can improve our work systems by:<\/p>\n<ul>\n<li>Optimizing more direct demand sources to reduce the number of lines in the ads.txt file.<\/li>\n<li>Avoiding inefficiency in <a href=\"https:\/\/refinery89.com\/de\/header-bidding-vs-waterfall-differences-explained\/\" target=\"_blank\" rel=\"noopener\">programmatic bidding<\/a> (many auctions per impression).<\/li>\n<li>Investing in technologies and infrastructures that use renewable energy sources.<\/li>\n<li>Choosing platforms and SSPs with climate commitments (use of renewable energy).<\/li>\n<li>Using traffic modeling tools to improve efficiency.<\/li>\n<li>Avoiding placements with low <a href=\"https:\/\/refinery89.com\/de\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Sichtbarkeit<\/a> (images that are loaded but not seen).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Many of these improvements directly impact the <a href=\"https:\/\/refinery89.com\/de\/core-web-vitals-der-guide\/\" target=\"_blank\" rel=\"noopener\">ore Web Vitals-Krise \u2013<\/a> of websites, improving <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS-Probleme<\/a> and thus improving page load speed, creating faster sites and <a href=\"https:\/\/refinery89.com\/de\/4-ways-to-improve-your-websites-user-experience\/\" target=\"_blank\" rel=\"noopener\">better user experience (UX)<\/a>, attracting more visits and pageviews, ultimately translating into increased revenue for the publisher. Everyone wins!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Every impression counts<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Every campaign, every banner, every tech decision leaves a footprint\u2014even if we don\u2019t see it. In the fast-paced world of digital advertising, it\u2019s easy to forget that behind every click, there\u2019s an invisible cost that the planet is silently paying.<\/p>\n<p>But there\u2019s also something powerful in this: we can change it. We can choose cleaner routes, and more responsible platforms. We can design campaigns that not only sell but also care. And that\u2019s much more than optimizing, it\u2019s evolution!<\/p>\n<p>Bei <a href=\"https:\/\/refinery89.com\/de\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, we use lightweight tech that improves website performance while being mindful of the impact the programmatic advertising process has in the environment. Our <a href=\"https:\/\/refinery89.com\/de\/single-tag-werbeumsatzwachstum\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> has been designed to lead your site to higher monetization while enhancing the user experience for higher positing, optimizing different aspects of the supply chain to reduce carbon emissions. <a href=\"https:\/\/refinery89.com\/de\/kontaktieren-sie-uns-refinery89\/\" target=\"_blank\" rel=\"noopener\">Write to us to know more about our solutions.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>There is no denying that the digital advertising industry has experienced exponential growth in many fields during recent decades helping publishers thrive and aiding advertisers in running more efficient campaigns. But it\u2019s not all sunshine and rainbows. As the amount of digital consumption has grown, many systems have been introduced and the number of data [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":13630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[71,24,293],"class_list":["post-13624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainability in programmatic advertising | Refinery89<\/title>\n<meta name=\"description\" content=\"What&#039;s the impact of the AdTech industry on the planet? 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