{"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":"sostenibilita-nella-pubblicita-programmatica","status":"publish","type":"post","link":"https:\/\/refinery89.com\/it\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech diventa \"green\" \u2013 Sostenibilit\u00e0 nella pubblicit\u00e0 programmatica"},"content":{"rendered":"<p>Non si pu\u00f2 negare che l'industria della pubblicit\u00e0 digitale abbia conosciuto una crescita esponenziale in molti settori negli ultimi decenni, aiutando gli editori a prosper are e gli inserzionisti a condurre campagne pi\u00f9 efficienti.<\/p>\n<p>Ma non \u00e8 tutto rose e fiori. Con l'aumento del consumo digitale, sono stati introdotti molti sistemi e il numero di connessioni dati (<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 ecc.) per ogni richiesta pubblicitaria pu\u00f2 essere molto complicato se incontrollato. Pi\u00f9 connessioni = pi\u00f9 dati = pi\u00f9 consumo di elettricit\u00e0 = emissioni di CO2<\/p>\n<p>Purtroppo, ci\u00f2 ha comportato un aumento significativo della sua impronta di carbonio. Si stima che l&#x27;energia necessaria per generare tutto il codice alla base della pubblicit\u00e0 digitale rappresenti circa il 21% delle emissioni totali di Internet.<\/p>\n<p>Questa figura evidenzia l'urgente necessit\u00e0 di adottare tecnologie pi\u00f9 pulite e sostenibili. Oggi si uniscono a noi <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, il nostro senior business developer, per discutere l'impatto della sostenibilit\u00e0 in <a href=\"https:\/\/refinery89.com\/it\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">pubblicit\u00e0 programmatica.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Impatto ambientale della pubblicit\u00e0 digitale<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Siamo onesti, l'ecosistema della pubblicit\u00e0 programmatica \u00e8 complesso. \u00c8 composto da molteplici intermediari, che generano un notevole carico di dati. Ogni volta che avviene un'asta pubblicitaria, vengono effettuate numerose chiamate server, aumentando il consumo energetico e, di conseguenza, le emissioni di carbonio.<\/p>\n<p>L'inquinamento generato da una piccola campagna internet che serve 1 milione di banner pu\u00f2 variare a seconda di molti fattori (dimensione del file, server utilizzati, intermediari nella catena programmatica, ecc.).<\/p>\n<p>Secondo fonti come <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\">Buon Giro<\/a>, e dati del settore, in media, che mostrano 1 milione di banner pubblicitari provoca tra <strong>1 e 5 grammi di CO\u2082<\/strong> da emettere nell'atmosfera. Questo proviene da cose come:<\/p>\n<ul>\n<li>L'energia utilizzata dai server che ospitano e distribuiscono gli annunci.<\/li>\n<li>I dati vengono trasferiti attraverso internet.<\/li>\n<li>Tutti gli intermediari (ad esempio, SSP, DSP) nella catena di approvvigionamento della pubblicit\u00e0 programmatica.<\/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=\"Qual \u00e8 l&#039;equivalente dell&#039;emissione di 5 kg di CO\u2082 - Sostenibilit\u00e0 nell&#039;industria programmatica.\" 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 \/>\nCosa pu\u00f2 fare il lato dell'offerta per massimizzare le entrate pubblicitarie mantenendo le cose \"green\"?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Sul lato dell'offerta, possiamo migliorare i nostri sistemi di lavoro attraverso:<\/p>\n<ul>\n<li>Ottimizzare pi\u00f9 fonti di domanda dirette per ridurre il numero di righe nel file ads.txt.<\/li>\n<li>Evitare l'inefficienza in <a href=\"https:\/\/refinery89.com\/it\/header-bidding-vs-waterfall-differences-explained\/\" target=\"_blank\" rel=\"noopener\">asta programmatica<\/a> (molte aste per impressione).<\/li>\n<li>Investire in tecnologie e infrastrutture che utilizzano fonti di energia rinnovabile.<\/li>\n<li>Scegliere piattaforme e SSP con impegni climatici (uso di energie rinnovabili).<\/li>\n<li>Utilizzo di strumenti di modellazione del traffico per migliorare l'efficienza.<\/li>\n<li>Evitare posizionamenti con bassa <a href=\"https:\/\/refinery89.com\/it\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilit\u00e0<\/a> (immagini caricate ma non visibili).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Molti di questi miglioramenti incidono direttamente sul <a href=\"https:\/\/refinery89.com\/it\/core-web-vitals-guide\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> di siti web, migliorando <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> e al miglioramento della velocit\u00e0 di caricamento delle pagine, creando siti pi\u00f9 veloci e <a href=\"https:\/\/refinery89.com\/it\/4-ways-to-improve-your-websites-user-experience\/\" target=\"_blank\" rel=\"noopener\">migliore esperienza utente (UX)<\/a>, attirando pi\u00f9 visite e pagine viste, che si traducono in definitiva in un aumento delle entrate per l'editore. Tutti vincono!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Ogni impressione conta<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Ogni campagna, ogni banner, ogni decisione tecnologica lascia un'impronta, anche se non la vediamo. Nel frenetico mondo della pubblicit\u00e0 digitale, \u00e8 facile dimenticare che dietro ogni clic c'\u00e8 un costo invisibile che il pianeta sta pagando silenziosamente.<\/p>\n<p>Ma c'\u00e8 anche qualcosa di potente in questo: possiamo cambiarlo. Possiamo scegliere percorsi pi\u00f9 puliti e piattaforme pi\u00f9 responsabili. Possiamo progettare campagne che non solo vendano, ma che abbiano anche cura. E questo \u00e8 molto pi\u00f9 che ottimizzare, \u00e8 evoluzione!<\/p>\n<p>In <a href=\"https:\/\/refinery89.com\/it\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, utilizziamo tecnologie leggere che migliorano le prestazioni del sito web, pur tenendo conto dell'impatto ambientale del processo di pubblicit\u00e0 programmatica. La nostra <a href=\"https:\/\/refinery89.com\/it\/single-tag-crescita-ricavi-pubblicitari\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> \u00e8 stato progettato per portare il tuo sito a una maggiore monetizzazione migliorando al contempo l'esperienza utente per un posizionamento pi\u00f9 elevato, ottimizzando diversi aspetti della catena di approvvigionamento per ridurre le emissioni di carbonio. <a href=\"https:\/\/refinery89.com\/it\/contattaci-refinery89\/\" target=\"_blank\" rel=\"noopener\">Scrivici per saperne di pi\u00f9 sulle nostre soluzioni.<\/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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