{"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":"nachhaltigkeit-in-der-programmatischen-werbung","status":"publish","type":"post","link":"https:\/\/refinery89.com\/de\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech wird gr\u00fcn \u2013 Nachhaltigkeit in der programmatischen Werbung"},"content":{"rendered":"<p>Es l\u00e4sst sich nicht leugnen, dass die digitale Werbebranche in den letzten Jahrzehnten ein exponentielles Wachstum in vielen Bereichen erfahren hat, was Verlagen zum Erfolg verholfen und Werbetreibenden bei der Durchf\u00fchrung effizienterer Kampagnen geholfen hat.<\/p>\n<p>Aber es ist nicht alles eitel Sonnenschein. Mit dem Anstieg des digitalen Konsums wurden viele Systeme eingef\u00fchrt und die Anzahl der Datenverbindungen (<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.) f\u00fcr jede Anzeigenanfrage kann sehr kompliziert sein, wenn sie unkontrolliert erfolgt. Mehr Verbindungen = mehr Daten = mehr Stromverbrauch = CO2-Emissionen<\/p>\n<p>Leider hat dies zu einem erheblichen Anstieg seines CO\u2082-Fu\u00dfabdrucks gef\u00fchrt. Sch\u00e4tzungen zufolge macht der Energiebedarf f\u00fcr die Erstellung des gesamten Codes hinter der digitalen Werbung etwa 21 % der Gesamtemissionen des Internets aus.<\/p>\n<p>Diese Abbildung unterstreicht die dringende Notwendigkeit, sauberere und nachhaltigere Technologien einzuf\u00fchren. Heute sind wir zu Gast bei <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, unser Senior Business Developer, um die Auswirkungen von Nachhaltigkeit zu besprechen in <a href=\"https:\/\/refinery89.com\/de\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">programmatische Werbung.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Umweltauswirkungen von digitaler Werbung<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Seien wir ehrlich, das programmatische Werbe\u00f6kosystem ist komplex. Es besteht aus mehreren Vermittlern, die eine erhebliche Datenmenge erzeugen. Jedes Mal, wenn eine Anzeigenauktion stattfindet, werden mehrere Serveraufrufe get\u00e4tigt, was den Energieverbrauch und damit die CO2-Emissionen erh\u00f6ht.<\/p>\n<p>Die durch eine kleine Internetkampagne mit 1 Million Bannern erzeugte Umweltverschmut<\/p>\n<p>Laut Quellen wie <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\">Scope 3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">Guter Kreis<\/a>, und Branchendaten, die im Durchschnitt zeigen, dass 1 Million Bannerwerbungen zwischen <strong>1 und 5 Gramm CO\u2082<\/strong> in die Atmosph\u00e4re emittiert werden. Dies kommt von Dingen wie:<\/p>\n<ul>\n<li>Die von Servern verbrauchte Energie, die die Anzeigen hostet und ausliefert.<\/li>\n<li>Die Daten\u00fcbertragungen erfolgen \u00fcber das Internet.<\/li>\n<li>Alle Vermittler (z. B. SSPs, DSPs) in der programmatischen Werbelieferkette.<\/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=\"Was ist die Entsprechung von 5 kg CO\u2082-Emissionen \u2013 Nachhaltigkeit in der programmatischen Industrie.\" 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 \/>\nWas kann die Angebotsseite tun, um die Werbeeinnahmen zu maximieren und gleichzeitig \"gr\u00fcn\" zu bleiben?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Auf der Angebotsseite k\u00f6nnen wir unsere Arbeitssysteme verbessern, indem wir:<\/p>\n<ul>\n<li>Optimierung direkterer Nachfragequellen zur Reduzierung der Anzahl von Zeilen in der ads.txt-Datei.<\/li>\n<li>Vermeiden von Ineffizienz in <a href=\"https:\/\/refinery89.com\/de\/header-bidding-vs-waterfall-differences-explained\/\" target=\"_blank\" rel=\"noopener\">programmatisches Bieten<\/a> (viele Auktionen pro Impression).<\/li>\n<li>Investitionen in Technologien und Infrastrukturen, die erneuerbare Energiequellen nutzen.<\/li>\n<li>Plattformen und SSPs mit Klimaverpflichtungen (Nutzung erneuerbarer Energien) ausw\u00e4hlen.<\/li>\n<li>Effizienzsteigerung durch den Einsatz von Verkehrsmodellierungswerkzeugen.<\/li>\n<li>Vermeidung von Vermittlungen mit geringer <a href=\"https:\/\/refinery89.com\/de\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Sichtbarkeit<\/a> (Bilder, die geladen, aber nicht gesehen werden).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Viele dieser Verbesserungen wirken sich direkt auf die <a href=\"https:\/\/refinery89.com\/de\/core-web-vitals-der-guide\/\" target=\"_blank\" rel=\"noopener\">ore Web Vitals-Krise \u2013<\/a> von Websites, Verbesserung <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS-Probleme<\/a> und damit die Ladezeit von Seiten zu verbessern, schnellere Websites zu erstellen und <a href=\"https:\/\/refinery89.com\/de\/4-ways-to-improve-your-websites-user-experience\/\" target=\"_blank\" rel=\"noopener\">bessere Benutzererfahrung (UX)<\/a>, was zu mehr Besuchen und Seitenaufrufen f\u00fchrt, was letztendlich zu h\u00f6heren Einnahmen f\u00fcr den Herausgeber f\u00fchrt. Alle gewinnen!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Jeder Eindruck z\u00e4hlt<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Jede Kampagne, jedes Banner, jede technische Entscheidung hinterl\u00e4sst Spuren \u2013 auch wenn wir sie nicht sehen. In der schnelllebigen Welt der digitalen Werbung vergisst man leicht, dass hinter jedem Klick unsichtbare Kosten stecken, f\u00fcr die der Planet still und leise bezahlt.<\/p>\n<p>Aber auch darin liegt etwas Gewaltiges: Wir k\u00f6nnen es \u00e4ndern. Wir k\u00f6nnen uns f\u00fcr sauberere Wege und verantwortungsvollere Plattformen entscheiden. Wir k\u00f6nnen Kampagnen gestalten, die nicht nur verkaufen, sondern auch k\u00fcmmern. Und das ist viel mehr als Optimierung, das ist Evolution!<\/p>\n<p>Bei <a href=\"https:\/\/refinery89.com\/de\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, nutzen wir leichtgewichtige Technologien, die die Leistung von Websites verbessern und gleichzeitig die Umweltauswirkungen des programmatischen Werbeprozesses ber\u00fccksichtigen. Unser <a href=\"https:\/\/refinery89.com\/de\/single-tag-werbeumsatzwachstum\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> wurde entwickelt, um Ihre Website zu h\u00f6herer Monetarisierung zu f\u00fchren und gleichzeitig das Benutzererlebnis f\u00fcr h\u00f6here Platzierungen zu verbessern, indem verschiedene Aspekte der Lieferkette zur Reduzierung von CO2-Emissionen optimiert werden. <a href=\"https:\/\/refinery89.com\/de\/kontaktieren-sie-uns-refinery89\/\" target=\"_blank\" rel=\"noopener\">Schreiben Sie uns, um mehr \u00fcber unsere L\u00f6sungen zu erfahren.<\/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 v27.6 - 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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