{"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":"sostenibilidad-en-la-publicidad-programatica","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech dando el paso ecol\u00f3gico: Sostenibilidad en la publicidad program\u00e1tica."},"content":{"rendered":"<p>No hay duda de que la industria de la publicidad digital ha crecido a lo bestia en las \u00faltimas d\u00e9cadas, ayudando a muchos publishers a prosperar y a los anunciantes a lanzar campa\u00f1as mucho m\u00e1s eficientes.<\/p>\n<p>Pero no todo es tan bonito como parece. A medida que crece el consumo digital, tambi\u00e9n aumentan los sistemas implicados y las conexiones de datos por cada solicitud de anuncio (<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.) lo que puede complicarse bastante si no se controla. M\u00e1s conexiones = m\u00e1s datos = m\u00e1s consumo de energ\u00eda = m\u00e1s emisiones de CO\u2082.<\/p>\n<p>Y s\u00ed, por desgracia, todo esto ha hecho que la huella de carbono del sector aumente considerablemente. Se estima que toda la energ\u00eda necesaria para generar el c\u00f3digo detr\u00e1s de la publicidad digital representa aproximadamente un 2% de las emisiones totales de Internet.<\/p>\n<p>Este dato deja claro que es urgente empezar a usar tecnolog\u00edas m\u00e1s limpias y sostenibles en publicidad. Hoy hablamos con <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, nuestra senior business developer, sobre el impacto de la sostenibilidad en la <a href=\"https:\/\/refinery89.com\/es\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">publicidad program\u00e1tica.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>El impacto medioambiental de la publicidad digital<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Seamos realistas: el ecosistema program\u00e1tico es complejo. Hay muchos intermediarios, y eso genera una carga de datos brutal. Cada vez que se lanza una subasta de anuncios, se hacen m\u00faltiples llamadas a servidores, lo que aumenta el consumo de energ\u00eda\u2026 y por tanto, las emisiones.<\/p>\n<p>Una campa\u00f1a peque\u00f1a que sirva 1 mill\u00f3n de banners puede contaminar m\u00e1s o menos dependiendo de factores como: el tama\u00f1o de los archivos, los servidores que se usan, o los intermediarios implicados.<\/p>\n<p>Seg\u00fan fuentes como <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>, datos del sector, de media, mostrar 1 milli\u00f3n banners emite entre <strong>1 y 5 gramos de CO\u2082<\/strong> a la atm\u00f3sfera. Esto viene de cosas como:<\/p>\n<ul>\n<li>La energ\u00eda que consumen los servidores que alojan y entregan los anuncios.<\/li>\n<li>Las transferencias de datos por internet.<\/li>\n<li>Todos los intermediarios en la cadena program\u00e1tica (SSP, DSP, etc).<\/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 \/>\n\u00bfQu\u00e9 podemos hacer desde el lado del supply para ganar dinero sin cargarnos el planeta?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Desde el lado del supply, hay varias cosas que se pueden hacer para optimizar ingresos y reducir el impacto ambiental:<\/p>\n<ul>\n<li>Usar fuentes de demanda m\u00e1s directas para reducir l\u00edneas en el archivo ads.txt.<\/li>\n<li>Evitar ineficiencias en las <a href=\"https:\/\/refinery89.com\/es\/header-bidding-vs-waterfall-diferencias-explicadas\/\" target=\"_blank\" rel=\"noopener\">pujas<\/a> (como subastar muchas veces una misma impresi\u00f3n).<\/li>\n<li>Apostar por infraestructuras con energ\u00edas renovables.<\/li>\n<li>Elegir plataformas y SSPs con compromiso clim\u00e1tico.<\/li>\n<li>Usar herramientas de modelado de tr\u00e1fico para mejorar eficiencia.<\/li>\n<li>Evitar ubicaciones con poca <a href=\"https:\/\/refinery89.com\/es\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilidad<\/a> (banners que se cargan pero nadie ve).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Todo esto ayuda tambi\u00e9n a mejorar los <a href=\"https:\/\/refinery89.com\/es\/guia-de-core-web-vitals\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> de las webs, como el <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS,<\/a> lo que acelera la carga de las p\u00e1ginas y mejora la <a href=\"https:\/\/refinery89.com\/es\/4-ways-to-improve-your-websites-user-experience\/\" target=\"_blank\" rel=\"noopener\">better user experience (UX)<\/a>. \u00bfResultado? M\u00e1s visitas, m\u00e1s p\u00e1ginas vistas y m\u00e1s ingresos para los publishers. \u00a1Todos salimos ganando!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Cada impresi\u00f3n cuenta<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Cada campa\u00f1a, cada banner, cada decisi\u00f3n tecnol\u00f3gica deja huella\u2026 aunque no la veamos. En el mundo acelerado de la publicidad digital, es f\u00e1cil olvidar que detr\u00e1s de cada clic hay un coste invisible que el planeta est\u00e1 pagando.<\/p>\n<p>Pero tambi\u00e9n hay algo potente en todo esto: podemos cambiarlo. Podemos elegir rutas m\u00e1s limpias, plataformas m\u00e1s responsables. Podemos dise\u00f1ar campa\u00f1as que no solo vendan, sino que tambi\u00e9n se preocupen. Y eso va m\u00e1s all\u00e1 de optimizar: es evolucionar.<\/p>\n<p>En <a href=\"https:\/\/refinery89.com\/es\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>apostamos por tecnolog\u00eda ligera que mejora el rendimiento web y tiene en cuenta el impacto medioambiental del proceso program\u00e1tico. Nuestro <a href=\"https:\/\/refinery89.com\/es\/single-tag-aumento-ingresos-publicitarios\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> st\u00e1 pensado para ayudarte a monetizar m\u00e1s, mejorar la experiencia del usuario y reducir emisiones optimizando toda la cadena. <a href=\"https:\/\/refinery89.com\/es\/contactanos-refinery89\/\" target=\"_blank\" rel=\"noopener\">\u00bfQuieres saber m\u00e1s? Escr\u00edbenos, \u00a1te contamos encantados!<\/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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