{"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":"la-durabilite-dans-la-publicite-programmatique","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech passe au vert \u2013 La durabilit\u00e9 dans la publicit\u00e9 programmatique"},"content":{"rendered":"<p>Il est ind\u00e9niable que le secteur de la publicit\u00e9 num\u00e9rique a connu une croissance exponentielle dans de nombreux domaines au cours des derni\u00e8res d\u00e9cennies, aidant les \u00e9diteurs \u00e0 prosp\u00e9rer et permettant aux annonceurs de mener des campagnes plus efficaces.<\/p>\n<p>Mais tout n'est pas rose. \u00c0 mesure que la consommation num\u00e9rique a augment\u00e9, de nombreux syst\u00e8mes ont \u00e9t\u00e9 introduits et le nombre de connexions de donn\u00e9es (<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\">PIB<\/a>, DMP, etc.) pour chaque demande publicitaire peut \u00eatre tr\u00e8s compliqu\u00e9 si non contr\u00f4l\u00e9. Plus de connexions = plus de donn\u00e9es = consommation d'\u00e9lectricit\u00e9 accrue = \u00e9missions de CO2<\/p>\n<p>Malheureusement, cela a entra\u00een\u00e9 une augmentation consid\u00e9rable de son empreinte carbone. On estime que l&#x27;\u00e9nergie n\u00e9cessaire \u00e0 l&#x27;ex\u00e9cution de l&#x27;ensemble du code sous-jacent \u00e0 la publicit\u00e9 num\u00e9rique repr\u00e9sente environ 21 % des \u00e9missions totales d&#x27;Internet.<\/p>\n<p>Ce chiffre souligne le besoin urgent d'adopter des technologies plus propres et plus durables. Aujourd'hui, nous sommes rejoints par <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginie Romero<\/a>, notre d\u00e9veloppeur d'affaires senior, pour discuter de l'impact de la durabilit\u00e9 dans <a href=\"https:\/\/refinery89.com\/fr\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">publicit\u00e9 programmatique.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Impact environnemental de la publicit\u00e9 num\u00e9rique<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Soyons honn\u00eates, l'\u00e9cosyst\u00e8me de la publicit\u00e9 programmatique est complexe. Il se compose de multiples interm\u00e9diaires, g\u00e9n\u00e9rant une charge de donn\u00e9es consid\u00e9rable. Chaque fois qu'une ench\u00e8re publicitaire a lieu, plusieurs appels de serveurs sont effectu\u00e9s, augmentant la consommation d'\u00e9nergie et, par cons\u00e9quent, les \u00e9missions de carbone.<\/p>\n<p>La pollution g\u00e9n\u00e9r\u00e9e par une petite campagne Internet servant 1 million de banni\u00e8res peut varier en fonction de nombreux facteurs (taille des fichiers, serveurs utilis\u00e9s, interm\u00e9diaires dans la cha\u00eene programmatique, etc.).<\/p>\n<p>Selon des sources telles que <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\">Bonne Boucle<\/a>, et les donn\u00e9es de l'industrie, en moyenne, montrant que 1 million de banni\u00e8res publicitaires g\u00e9n\u00e8rent entre <strong>1 et 5 grammes de CO\u2082<\/strong> \u00e0 \u00eatre rejet\u00e9 dans l'atmosph\u00e8re. Cela provient de choses comme :<\/p>\n<ul>\n<li>L'\u00e9nergie utilis\u00e9e par les serveurs qui h\u00e9bergent et diffusent les publicit\u00e9s.<\/li>\n<li>Les donn\u00e9es sont transf\u00e9r\u00e9es sur Internet.<\/li>\n<li>Tous les interm\u00e9diaires (par exemple, SSP, DSP) dans la cha\u00eene d'approvisionnement de la publicit\u00e9 programmatique.<\/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=\"\u00c9mettre 5 kg de CO\u2082 - Durabilit\u00e9 dans l&#039;industrie programmatique.\" 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 \/>\nQue peut faire le c\u00f4t\u00e9 de l'offre pour maximiser les revenus publicitaires tout en restant \u00e9cologique ?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>C\u00f4t\u00e9 offre, nous pouvons am\u00e9liorer nos syst\u00e8mes de travail en :<\/p>\n<ul>\n<li>Optimiser les sources de demandes plus directes pour r\u00e9duire le nombre de lignes dans le fichier ads.txt.<\/li>\n<li>\u00c9viter l'inefficacit\u00e9 dans <a href=\"https:\/\/refinery89.com\/fr\/header-bidding-vs-waterfall-differences-explained\/\" target=\"_blank\" rel=\"noopener\">ench\u00e8re programmatique<\/a> (plusieurs ench\u00e8res par impression).<\/li>\n<li>Investir dans des technologies et des infrastructures qui utilisent des sources d'\u00e9nergie renouvelable.<\/li>\n<li>Choisir des plateformes et des SSP ayant des engagements climatiques (utilisation d'\u00e9nergies renouvelables).<\/li>\n<li>Utiliser des outils de mod\u00e9lisation du trafic pour am\u00e9liorer l'efficacit\u00e9.<\/li>\n<li>\u00c9viter les placements \u00e0 faible <a href=\"https:\/\/refinery89.com\/fr\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilit\u00e9<\/a> (images charg\u00e9es mais non vues).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Beaucoup de ces am\u00e9liorations ont un impact direct sur <a href=\"https:\/\/refinery89.com\/fr\/core-web-vitals-le-guide\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> d'am\u00e9liorer des sites Web <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> et ainsi am\u00e9liorer la vitesse de chargement des pages, cr\u00e9ant des sites plus rapides et <a href=\"https:\/\/refinery89.com\/fr\/4-ways-to-improve-your-websites-user-experience\/\" target=\"_blank\" rel=\"noopener\">meilleure exp\u00e9rience utilisateur (UX)<\/a>, attirant ainsi plus de visites, de pages vues, ce qui se traduit finalement par une augmentation des revenus pour l'\u00e9diteur. Tout le monde est gagnant !<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Chaque impression compte<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Chaque campagne, chaque banni\u00e8re, chaque d\u00e9cision technologique laisse une empreinte \u2013 m\u00eame si nous ne la voyons pas. Dans le monde tr\u00e9pidant de la publicit\u00e9 num\u00e9rique, il est facile d'oublier que derri\u00e8re chaque clic, il y a un co\u00fbt invisible que la plan\u00e8te paie silencieusement.<\/p>\n<p>Mais il y a aussi quelque chose de puissant l\u00e0-dedans : nous pouvons le changer. Nous pouvons choisir des voies plus propres et des plateformes plus responsables. Nous pouvons concevoir des campagnes qui non seulement vendent mais qui ont aussi du c\u0153ur. Et c'est bien plus que de l'optimisation, c'est de l'\u00e9volution !<\/p>\n<p>Chez <a href=\"https:\/\/refinery89.com\/fr\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, nous utilisons une technologie l\u00e9g\u00e8re qui am\u00e9liore les performances des sites web tout en \u00e9tant conscients de l'impact environnemental du processus de publicit\u00e9 programmatique. Notre <a href=\"https:\/\/refinery89.com\/fr\/single-tag-croissance-revenus-publicitaires\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> a \u00e9t\u00e9 con\u00e7u pour mener votre site \u00e0 une mon\u00e9tisation plus \u00e9lev\u00e9e tout en am\u00e9liorant l'exp\u00e9rience utilisateur pour un meilleur classement, optimisant diff\u00e9rents aspects de la cha\u00eene d'approvisionnement pour r\u00e9duire les \u00e9missions de carbone. <a href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\" target=\"_blank\" rel=\"noopener\">\u00c9crivez-nous pour en savoir plus sur nos 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 v27.6 - 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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