{"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":"zrownowazony-rozwoj-w-reklamie-programowej","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech staje si\u0119 zielony \u2013 Zr\u00f3wnowa\u017cony rozw\u00f3j w reklamie programatycznej"},"content":{"rendered":"<p>Nie da si\u0119 zaprzeczy\u0107, \u017ce bran\u017ca reklamy cyfrowej prze\u017cy\u0142a wyk\u0142adniczy wzrost w wielu dziedzinach w ci\u0105gu ostatnich dziesi\u0119cioleci, pomagaj\u0105c wydawcom prosperowa\u0107 i wspieraj\u0105c reklamodawc\u00f3w w prowadzeniu bardziej efektywnych kampanii.<\/p>\n<p>Ale nie wszystko jest us\u0142ane r\u00f3\u017cami. Wraz ze wzrostem ilo\u015bci konsumpcji cyfrowej wprowadzono wiele system\u00f3w i liczb\u0119 po\u0142\u0105cze\u0144 danych (<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 itp.) dla ka\u017cdego \u017c\u0105dania reklamy mo\u017ce by\u0107 bardzo skomplikowane, je\u015bli jest niekontrolowane. Wi\u0119cej po\u0142\u0105cze\u0144 = wi\u0119cej danych = wi\u0119ksze zu\u017cycie energii elektrycznej = emisja CO2<\/p>\n<p>Niestety spowodowa\u0142o to znaczny wzrost \u015bladu w\u0119glowego. Szacuje si\u0119, \u017ce energia potrzebna do wygenerowania ca\u0142ego kodu stanowi\u0105cego podstaw\u0119 reklamy cyfrowej odpowiada za oko\u0142o 21% ca\u0142kowitej emisji dwutlenku w\u0119gla w Internecie.<\/p>\n<p>Rysunek ten podkre\u015bla piln\u0105 potrzeb\u0119 wdro\u017cenia czystszych i bardziej zr\u00f3wnowa\u017conych technologii. Dzi\u015b do\u0142\u0105czyli do nas <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Wirginia Romero<\/a>, naszego starszego developera biznesowego, aby om\u00f3wi\u0107 wp\u0142yw zr\u00f3wnowa\u017conego rozwoju w <a href=\"https:\/\/refinery89.com\/pl\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">reklama programatyczna.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Wp\u0142yw reklam cyfrowych na \u015brodowisko<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>B\u0105d\u017amy szczerzy, ekosystem programmatic advertising jest skomplikowany. Sk\u0142ada si\u0119 z wielu po\u015brednik\u00f3w, generuj\u0105c znaczn\u0105 ilo\u015b\u0107 danych. Za ka\u017cdym razem, gdy odbywa si\u0119 aukcja reklamowa, generowane s\u0105 liczne wywo\u0142ania serwer\u00f3w, zwi\u0119kszaj\u0105c zu\u017cycie energii, a co za tym idzie, emisj\u0119 dwutlenku w\u0119gla.<\/p>\n<p>Zanieczyszczenie generowane przez ma\u0142\u0105 kampani\u0119 internetow\u0105 obs\u0142uguj\u0105c\u0105 1 milion baner\u00f3w mo\u017ce by\u0107 zr\u00f3\u017cnicowane w zale\u017cno\u015bci od wielu czynnik\u00f3w (rozmiar plik\u00f3w, u\u017cywane serwery, po\u015brednicy w \u0142a\u0144cuchu programatycznym itp.)<\/p>\n<p>Wed\u0142ug \u017ar\u00f3de\u0142 takich jak <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\">Zakres 3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">P\u0119tla Dobra<\/a>, a dane bran\u017cowe, \u015brednio, pokazuj\u0105ce 1 milion reklam banerowych powoduje mi\u0119dzy <strong>1 i 5 gram\u00f3w CO\u2082<\/strong> do atmosfery. Pochodzi to ze \u017ar\u00f3de\u0142 takich jak:<\/p>\n<ul>\n<li>Energia zu\u017cywana przez serwery hostuj\u0105ce i dostarczaj\u0105ce reklamy.<\/li>\n<li>Dane s\u0105 przesy\u0142ane przez Internet.<\/li>\n<li>Wszyscy po\u015brednicy (np. SSP, DSP) w \u0142a\u0144cuchu dostaw reklamy programatycznej.<\/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=\"Jaki jest ekwiwalent emisji 5 kg CO\u2082 \u2013 Zr\u00f3wnowa\u017cony rozw\u00f3j w bran\u017cy programatycznej.\" 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 \/>\nCo mo\u017ce zrobi\u0107 strona poda\u017cowa, aby zmaksymalizowa\u0107 przychody z reklam, dbaj\u0105c jednocze\u015bnie o ekologi\u0119?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Po stronie poda\u017cy, mo\u017cemy usprawni\u0107 nasze systemy pracy poprzez:<\/p>\n<ul>\n<li>Optymalizacja bardziej bezpo\u015brednich \u017ar\u00f3de\u0142 popytu w celu zmniejszenia liczby wierszy w pliku ads.txt.<\/li>\n<li>Unikanie nieefektywno\u015bci w <a href=\"https:\/\/refinery89.com\/pl\/header-bidding-versus-waterfall-roznice-wyjasnione\/\" target=\"_blank\" rel=\"noopener\">programatyczne licytacje<\/a> (wiele aukcji na wy\u015bwietlenie).<\/li>\n<li>Inwestowanie w technologie i infrastruktur\u0119 wykorzystuj\u0105c\u0105 odnawialne \u017ar\u00f3d\u0142a energii.<\/li>\n<li>Wybieranie platform i SSP z zaanga\u017cowaniem klimatycznym (wykorzystanie energii odnawialnej).<\/li>\n<li>Wykorzystanie narz\u0119dzi do modelowania ruchu w celu poprawy efektywno\u015bci.<\/li>\n<li>Unikanie lokacji z nisk\u0105 <a href=\"https:\/\/refinery89.com\/pl\/widocznosc-dla-wydawcow\/\" target=\"_blank\" rel=\"noopener\">widoczno\u015b\u0107<\/a> (obrazy, kt\u00f3re zosta\u0142y za\u0142adowane, ale nie s\u0105 widoczne).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Wiele z tych ulepsze\u0144 bezpo\u015brednio wp\u0142ywa na <a href=\"https:\/\/refinery89.com\/pl\/przewodnik-po-core-web-vitals\/\" target=\"_blank\" rel=\"noopener\">Podstawowe wska\u017aniki internetowe<\/a> stron internetowych, poprawiaj\u0105c <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> i tym samym poprawiaj\u0105c szybko\u015b\u0107 \u0142adowania strony, tworz\u0105c szybsze strony i <a href=\"https:\/\/refinery89.com\/pl\/4-sposoby-na-poprawe-doswiadczenia-uzytkownika-twojej-strony-internetowej\/\" target=\"_blank\" rel=\"noopener\">lepsze do\u015bwiadczenie u\u017cytkownika (UX)<\/a>, przyci\u0105gaj\u0105c wi\u0119cej wizyt i ods\u0142on stron, co ostatecznie przek\u0142ada si\u0119 na zwi\u0119kszone przychody wydawcy. Wygrywaj\u0105 wszyscy!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Ka\u017cde wra\u017cenie ma znaczenie<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Ka\u017cda kampania, ka\u017cdy baner, ka\u017cda decyzja technologiczna zostawia \u015blad \u2014 nawet je\u015bli go nie widzimy. W dynamicznym \u015bwiecie reklamy cyfrowej \u0142atwo zapomnie\u0107, \u017ce za ka\u017cdym klikni\u0119ciem kryje si\u0119 niewidzialny koszt, kt\u00f3ry cicho ponosi planeta.<\/p>\n<p>Ale jest w tym te\u017c co\u015b pot\u0119\u017cnego: mo\u017cemy to zmieni\u0107. Mo\u017cemy wybiera\u0107 czystsze \u015bcie\u017cki i bardziej odpowiedzialne platformy. Mo\u017cemy projektowa\u0107 kampanie, kt\u00f3re nie tylko sprzedaj\u0105, ale te\u017c troszcz\u0105 si\u0119. I to jest znacznie wi\u0119cej ni\u017c optymalizacja, to ewolucja!<\/p>\n<p>W <a href=\"https:\/\/refinery89.com\/pl\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, wykorzystujemy lekkie technologie, kt\u00f3re poprawiaj\u0105 wydajno\u015b\u0107 stron internetowych, jednocze\u015bnie maj\u0105c na uwadze wp\u0142yw programatycznej sprzeda\u017cy reklam na \u015brodowisko. Nasze <a href=\"https:\/\/refinery89.com\/pl\/single-tag-wzrost-przychodow-reklamowych\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> zosta\u0142a zaprojektowana tak, aby zwi\u0119kszy\u0107 monetyzacj\u0119 Twojej witryny, jednocze\u015bnie poprawiaj\u0105c wra\u017cenia u\u017cytkownika w celu uzyskania wy\u017cszej pozycji, optymalizuj\u0105c r\u00f3\u017cne aspekty \u0142a\u0144cucha dostaw w celu redukcji emisji dwutlenku w\u0119gla. <a href=\"https:\/\/refinery89.com\/pl\/skontaktuj-sie-z-nami-refinery89\/\" target=\"_blank\" rel=\"noopener\">Napisz do nas, aby dowiedzie\u0107 si\u0119 wi\u0119cej o naszych rozwi\u0105zaniach.<\/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? Today, Virginia Romero discusses sustainability in programmatic advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/pl\/zrownowazony-rozwoj-w-reklamie-programowej\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability in programmatic advertising | Refinery89\" \/>\n<meta property=\"og:description\" content=\"What&#039;s the impact of the AdTech industry on the planet? Today, Virginia Romero discusses sustainability in programmatic advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/pl\/zrownowazony-rozwoj-w-reklamie-programowej\/\" \/>\n<meta property=\"og:site_name\" content=\"Refinery89\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Refinery89\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-08T08:39:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-08T15:37:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Patricia Sim\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@refinery89\" \/>\n<meta name=\"twitter:site\" content=\"@refinery89\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Patricia Sim\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/\"},\"author\":{\"name\":\"Patricia Sim\u00f3n\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/person\\\/73d11fd427b79cf70aa553e3b9d33f7d\"},\"headline\":\"AdTech going green &#8211; Sustainability in programmatic advertising\",\"datePublished\":\"2025-05-08T08:39:42+00:00\",\"dateModified\":\"2025-05-08T15:37:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/\"},\"wordCount\":586,\"publisher\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/Experts-article_Virginia.png\",\"keywords\":[\"Ad Tech\",\"Programmatic Advertising\",\"sustainability\"],\"articleSection\":[\"Company News\",\"News\",\"Refinery Academy\"],\"inLanguage\":\"pl-PL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/\",\"url\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/\",\"name\":\"Sustainability in programmatic advertising | Refinery89\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/Experts-article_Virginia.png\",\"datePublished\":\"2025-05-08T08:39:42+00:00\",\"dateModified\":\"2025-05-08T15:37:21+00:00\",\"description\":\"What's the impact of the AdTech industry on the planet? Today, Virginia Romero discusses sustainability in programmatic advertising.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#breadcrumb\"},\"inLanguage\":\"pl-PL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pl-PL\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#primaryimage\",\"url\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/Experts-article_Virginia.png\",\"contentUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/Experts-article_Virginia.png\",\"width\":800,\"height\":550,\"caption\":\"Ad-Tech going green - Sustainability in programmatic advertising\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/sustainability-in-programmatic-advertising\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/refinery89.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AdTech going green &#8211; Sustainability in programmatic advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#website\",\"url\":\"https:\\\/\\\/refinery89.com\\\/\",\"name\":\"Refinery89\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/refinery89.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pl-PL\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#organization\",\"name\":\"Refinery89\",\"alternateName\":\"R89\",\"url\":\"https:\\\/\\\/refinery89.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pl-PL\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/r89-thumbnail.png\",\"contentUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/r89-thumbnail.png\",\"width\":200,\"height\":200,\"caption\":\"Refinery89\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Refinery89\\\/\",\"https:\\\/\\\/x.com\\\/refinery89\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/refinery89\\\/\",\"https:\\\/\\\/www.youtube.com\\\/@refinery89\",\"https:\\\/\\\/www.instagram.com\\\/refinery_89\\\/\",\"https:\\\/\\\/www.reddit.com\\\/user\\\/Refinery89\\\/\",\"https:\\\/\\\/share.google\\\/K8hFf3ktmUrTi1XCa\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/person\\\/73d11fd427b79cf70aa553e3b9d33f7d\",\"name\":\"Patricia Sim\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pl-PL\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/patricia-simon_avatar-96x96.png\",\"url\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/patricia-simon_avatar-96x96.png\",\"contentUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/patricia-simon_avatar-96x96.png\",\"caption\":\"Patricia Sim\u00f3n\"},\"description\":\"Patricia Sim\u00f3n is Refinery89\u2019s Inbound and Content Specialist. With expertise in digital marketing, SEO, and ad tech trends, Patricia creates content that translates complex programmatic advertising topics into actionable insights, empowering publishers and advertisers to thrive.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/patriciasimonmarketing\\\/\"],\"url\":\"https:\\\/\\\/refinery89.com\\\/pl\\\/author\\\/patri\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Zr\u00f3wnowa\u017cony rozw\u00f3j w programmatic advertising | Refinery89","description":"Jaki jest wp\u0142yw bran\u017cy AdTech na planet\u0119? Dzi\u015b Virginia Romero omawia zr\u00f3wnowa\u017cony rozw\u00f3j w reklamie programatycznej.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/refinery89.com\/pl\/zrownowazony-rozwoj-w-reklamie-programowej\/","og_locale":"pl_PL","og_type":"article","og_title":"Sustainability in programmatic advertising | Refinery89","og_description":"What's the impact of the AdTech industry on the planet? Today, Virginia Romero discusses sustainability in programmatic advertising.","og_url":"https:\/\/refinery89.com\/pl\/zrownowazony-rozwoj-w-reklamie-programowej\/","og_site_name":"Refinery89","article_publisher":"https:\/\/www.facebook.com\/Refinery89\/","article_published_time":"2025-05-08T08:39:42+00:00","article_modified_time":"2025-05-08T15:37:21+00:00","og_image":[{"width":800,"height":550,"url":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png","type":"image\/png"}],"author":"Patricia Sim\u00f3n","twitter_card":"summary_large_image","twitter_creator":"@refinery89","twitter_site":"@refinery89","twitter_misc":{"Napisane przez":"Patricia Sim\u00f3n","Szacowany czas czytania":"3 minuty"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#article","isPartOf":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/"},"author":{"name":"Patricia Sim\u00f3n","@id":"https:\/\/refinery89.com\/#\/schema\/person\/73d11fd427b79cf70aa553e3b9d33f7d"},"headline":"AdTech going green &#8211; Sustainability in programmatic advertising","datePublished":"2025-05-08T08:39:42+00:00","dateModified":"2025-05-08T15:37:21+00:00","mainEntityOfPage":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/"},"wordCount":586,"publisher":{"@id":"https:\/\/refinery89.com\/#organization"},"image":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#primaryimage"},"thumbnailUrl":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png","keywords":["Ad Tech","Programmatic Advertising","sustainability"],"articleSection":["Company News","News","Refinery Academy"],"inLanguage":"pl-PL"},{"@type":"WebPage","@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/","url":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/","name":"Zr\u00f3wnowa\u017cony rozw\u00f3j w programmatic advertising | Refinery89","isPartOf":{"@id":"https:\/\/refinery89.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#primaryimage"},"image":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#primaryimage"},"thumbnailUrl":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png","datePublished":"2025-05-08T08:39:42+00:00","dateModified":"2025-05-08T15:37:21+00:00","description":"Jaki jest wp\u0142yw bran\u017cy AdTech na planet\u0119? Dzi\u015b Virginia Romero omawia zr\u00f3wnowa\u017cony rozw\u00f3j w reklamie programatycznej.","breadcrumb":{"@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#breadcrumb"},"inLanguage":"pl-PL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/"]}]},{"@type":"ImageObject","inLanguage":"pl-PL","@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#primaryimage","url":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png","contentUrl":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/05\/Experts-article_Virginia.png","width":800,"height":550,"caption":"Ad-Tech going green - Sustainability in programmatic advertising"},{"@type":"BreadcrumbList","@id":"https:\/\/refinery89.com\/sustainability-in-programmatic-advertising\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/refinery89.com\/"},{"@type":"ListItem","position":2,"name":"AdTech going green &#8211; Sustainability in programmatic advertising"}]},{"@type":"WebSite","@id":"https:\/\/refinery89.com\/#website","url":"https:\/\/refinery89.com\/","name":"Refinery89","description":"","publisher":{"@id":"https:\/\/refinery89.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/refinery89.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pl-PL"},{"@type":"Organization","@id":"https:\/\/refinery89.com\/#organization","name":"Refinery89","alternateName":"R89","url":"https:\/\/refinery89.com\/","logo":{"@type":"ImageObject","inLanguage":"pl-PL","@id":"https:\/\/refinery89.com\/#\/schema\/logo\/image\/","url":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/r89-thumbnail.png","contentUrl":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/r89-thumbnail.png","width":200,"height":200,"caption":"Refinery89"},"image":{"@id":"https:\/\/refinery89.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Refinery89\/","https:\/\/x.com\/refinery89","https:\/\/www.linkedin.com\/company\/refinery89\/","https:\/\/www.youtube.com\/@refinery89","https:\/\/www.instagram.com\/refinery_89\/","https:\/\/www.reddit.com\/user\/Refinery89\/","https:\/\/share.google\/K8hFf3ktmUrTi1XCa"]},{"@type":"Person","@id":"https:\/\/refinery89.com\/#\/schema\/person\/73d11fd427b79cf70aa553e3b9d33f7d","name":"Patricia Sim\u00f3n","image":{"@type":"ImageObject","inLanguage":"pl-PL","@id":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/02\/patricia-simon_avatar-96x96.png","url":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/02\/patricia-simon_avatar-96x96.png","contentUrl":"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/02\/patricia-simon_avatar-96x96.png","caption":"Patricia Sim\u00f3n"},"description":"Patricia Sim\u00f3n jest Specjalistk\u0105 ds. Inbound Marketingu i Tre\u015bci w Refinery89. Posiadaj\u0105c wiedz\u0119 z zakresu marketingu cyfrowego, SEO i trend\u00f3w w bran\u017cy ad tech, Patricia tworzy tre\u015bci, kt\u00f3re przek\u0142adaj\u0105 z\u0142o\u017cone zagadnienia programmatic advertising na praktyczne wskaz\u00f3wki, umo\u017cliwiaj\u0105c wydawcom i reklamodawcom rozw\u00f3j.","sameAs":["https:\/\/www.linkedin.com\/in\/patriciasimonmarketing\/"],"url":"https:\/\/refinery89.com\/pl\/author\/patri\/"}]}},"_links":{"self":[{"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/posts\/13624","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/comments?post=13624"}],"version-history":[{"count":0,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/posts\/13624\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/media\/13630"}],"wp:attachment":[{"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/media?parent=13624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/categories?post=13624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/refinery89.com\/pl\/wp-json\/wp\/v2\/tags?post=13624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}