{"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":"sustentabilidade-em-publicidade-programatica","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech ficando verde \u2013 Sustentabilidade na publicidade program\u00e1tica"},"content":{"rendered":"<p>N\u00e3o h\u00e1 como negar que a ind\u00fastria de publicidade digital passou por um crescimento exponencial em muitos campos nas \u00faltimas d\u00e9cadas, ajudando editoras a prosperar e auxiliando anunciantes em campanhas mais eficientes.<\/p>\n<p>Mas nem tudo s\u00e3o flores. \u00c0 medida que a quantidade de consumo digital cresceu, muitos sistemas foram introduzidos e o n\u00famero de conex\u00f5es de dados (<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.) para cada solicita\u00e7\u00e3o de an\u00fancio pode ser muito complexo se n\u00e3o for controlado. Mais conex\u00f5es = mais dados = mais consumo de eletricidade = emiss\u00f5es de CO2<\/p>\n<p>Infelizmente, isso levou a um aumento significativo em sua pegada de carbono. Estima-se que a energia necess\u00e1ria para gerar todo o c\u00f3digo por tr\u00e1s da publicidade digital represente aproximadamente 21% do total das emiss\u00f5es da Internet.<\/p>\n<p>Esta figura destaca a necessidade urgente de adotar tecnologias mais limpas e sustent\u00e1veis. Hoje, contamos com a presen\u00e7a de <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, nosso desenvolvedor de neg\u00f3cios s\u00eanior, para discutir o impacto da sustentabilidade em <a href=\"https:\/\/refinery89.com\/pt\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">publicidade program\u00e1tica.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Impacto ambiental da publicidade digital<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Sejamos honestos, o ecossistema de publicidade program\u00e1tica \u00e9 complexo. Ele \u00e9 composto por m\u00faltiplos intermedi\u00e1rios, gerando uma carga consider\u00e1vel de dados. Cada vez que um leil\u00e3o de an\u00fancios acontece, v\u00e1rias chamadas de servidor s\u00e3o feitas, aumentando o consumo de energia e, portanto, as emiss\u00f5es de carbono.<\/p>\n<p>A polui\u00e7\u00e3o gerada por uma pequena campanha de internet servindo 1 milh\u00e3o de banners pode variar dependendo de muitos fatores (tamanho do arquivo, servidores usados, intermedi\u00e1rios na cadeia program\u00e1tica, etc.)<\/p>\n<p>De acordo com fontes 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\">Escopo 3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">Bom-Loop<\/a>, e dados do setor, em m\u00e9dia, mostrando que 1 milh\u00e3o de an\u00fancios em banner causam entre <strong>1 e 5 gramas de CO\u2082<\/strong> a ser emitido na atmosfera. Isso vem de coisas como:<\/p>\n<ul>\n<li>A energia usada por servidores que hospedam e entregam os an\u00fancios.<\/li>\n<li>As transfer\u00eancias de dados ocorrem pela internet.<\/li>\n<li>Todos os intermedi\u00e1rios (por exemplo, SSPs, DSPs) na cadeia de suprimentos de publicidade program\u00e1tica.<\/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 o equivalente a emitir 5kg de CO\u2082 - Sustentabilidade na ind\u00fastria program\u00e1tica.\" 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 \/>\nO que o lado da oferta pode fazer para maximizar a receita de an\u00fancios, mantendo as coisas verdes?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>No lado da oferta, podemos melhorar nossos sistemas de trabalho, adotando as seguintes medidas:<\/p>\n<ul>\n<li>Otimizando fontes de demanda mais diretas para reduzir o n\u00famero de linhas no arquivo ads.txt.<\/li>\n<li>Evitando a inefici\u00eancia em <a href=\"https:\/\/refinery89.com\/pt\/header-bidding-vs-waterfall-diferencas-explicadas\/\" target=\"_blank\" rel=\"noopener\">licita\u00e7\u00e3o program\u00e1tica<\/a> (muitos leil\u00f5es por impress\u00e3o).<\/li>\n<li>Investir em tecnologias e infraestruturas que utilizem fontes de energia renov\u00e1vel.<\/li>\n<li>Escolher plataformas e SSPs com compromissos clim\u00e1ticos (uso de energia renov\u00e1vel).<\/li>\n<li>Usando ferramentas de modelagem de tr\u00e1fego para melhorar a efici\u00eancia.<\/li>\n<li>Evitando posi\u00e7\u00f5es com baixo <a href=\"https:\/\/refinery89.com\/pt\/visibilidade-para-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilidade<\/a> (imagens que s\u00e3o carregadas mas n\u00e3o vistas).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Muitas dessas melhorias impactam diretamente os <a href=\"https:\/\/refinery89.com\/pt\/core-web-vitals-o-guia\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> de websites, melhorando <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> e, assim, melhorando a velocidade de carregamento da p\u00e1gina, criando sites mais r\u00e1pidos e <a href=\"https:\/\/refinery89.com\/pt\/4-maneiras-de-melhorar-a-experiencia-do-usuario-do-seu-site\/\" target=\"_blank\" rel=\"noopener\">melhor experi\u00eancia do usu\u00e1rio (UX)<\/a>, atraindo mais visitas e visualiza\u00e7\u00f5es de p\u00e1gina, o que, em \u00faltima an\u00e1lise, se traduz em aumento de receita para a editora. Todos ganham!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Toda impress\u00e3o conta<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Toda campanha, todo banner, toda decis\u00e3o tecnol\u00f3gica deixa uma pegada\u2014mesmo que n\u00e3o a vejamos. No mundo acelerado da publicidade digital, \u00e9 f\u00e1cil esquecer que por tr\u00e1s de cada clique, h\u00e1 um custo invis\u00edvel que o planeta est\u00e1 silenciosamente pagando.<\/p>\n<p>Mas h\u00e1 algo poderoso nisso tamb\u00e9m: podemos mudar isso. Podemos escolher rotas mais limpas e plataformas mais respons\u00e1veis. Podemos criar campanhas que n\u00e3o apenas vendem, mas tamb\u00e9m se importam. E isso \u00e9 muito mais do que otimizar, \u00e9 evolu\u00e7\u00e3o!<\/p>\n<p>Na <a href=\"https:\/\/refinery89.com\/pt\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, usamos tecnologia leve que melhora o desempenho do site, ao mesmo tempo em que estamos atentos ao impacto ambiental do processo de publicidade program\u00e1tica. Nosso <a href=\"https:\/\/refinery89.com\/pt\/single-tag-crescimento-receitas-publicitarias\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> foi projetado para levar seu site a uma maior monetiza\u00e7\u00e3o, aprimorando a experi\u00eancia do usu\u00e1rio para um posicionamento mais elevado, otimizando diferentes aspectos da cadeia de suprimentos para reduzir as emiss\u00f5es de carbono. <a href=\"https:\/\/refinery89.com\/pt\/fale-conosco-refinery89\/\" target=\"_blank\" rel=\"noopener\">Escreva para n\u00f3s para saber mais sobre nossas solu\u00e7\u00f5es.<\/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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