{"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":"hallbarhet-inom-programmatisk-annonsering","status":"publish","type":"post","link":"https:\/\/refinery89.com\/sv\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech blir gr\u00f6n \u2013 H\u00e5llbarhet inom programmatisk annonsering"},"content":{"rendered":"<p>Det g\u00e5r inte att f\u00f6rneka att den digitala reklambranschen har upplevt exponentiell tillv\u00e4xt inom m\u00e5nga omr\u00e5den under de senaste decennierna, vilket har hj\u00e4lpt utgivare att frodas och annons\u00f6rer att k\u00f6ra mer effektiva kampanjer.<\/p>\n<p>Men det \u00e4r inte bara solsken och regnb\u00e5gar. I takt med att den digitala konsumtionen har \u00f6kat, har m\u00e5nga system introducerats och antalet datakopplingar (<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.) f\u00f6r varje annonsbeg\u00e4ran kan vara mycket komplicerat om det inte kontrolleras. Fler anslutningar = mer data = mer elf\u00f6rbrukning = CO2-utsl\u00e4pp<\/p>\n<p>Tyv\u00e4rr har detta lett till en betydande \u00f6kning av dess koldioxidavtryck. Man uppskattar att den energi som kr\u00e4vs f\u00f6r att generera all kod bakom digital reklam st\u00e5r f\u00f6r cirka 21 % av de totala utsl\u00e4ppen fr\u00e5n internet.<\/p>\n<p>Den h\u00e4r siffran belyser det akuta behovet av att anamma renare och mer h\u00e5llbara teknologier. Idag har vi bes\u00f6k av <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, v\u00e5r seniora aff\u00e4rsutvecklare, f\u00f6r att diskutera h\u00e5llbarhetens inverkan inom <a href=\"https:\/\/refinery89.com\/sv\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Programmatisk annonsering.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Milj\u00f6p\u00e5verkan av digital annonsering<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>L\u00e5t oss vara \u00e4rliga, ekosystemet f\u00f6r programmatiska annonser \u00e4r komplext. Det best\u00e5r av flera mellanh\u00e4nder, vilket genererar en betydande datam\u00e4ngd. Varje g\u00e5ng en annonsauktion \u00e4ger rum g\u00f6rs flera serveranrop, vilket \u00f6kar energif\u00f6rbrukningen och d\u00e4rmed koldioxidutsl\u00e4ppen.<\/p>\n<p>Utsl\u00e4ppen fr\u00e5n en liten internetkampanj som serverar 1 miljon banners kan variera beroende p\u00e5 m\u00e5nga faktorer (filstorlek, servrar som anv\u00e4nds, mellanh\u00e4nder i den programmatiska kedjan, etc.).<\/p>\n<p>Enligt k\u00e4llor som <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\">Omfattning 3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">Bra-Loop<\/a>, och branschdata, i genomsnitt, visar att 1 miljon bannerannonser orsakar mellan <strong>1 och 5 gram CO\u2082<\/strong> att sl\u00e4ppas ut i atmosf\u00e4ren. Detta kommer fr\u00e5n saker som:<\/p>\n<ul>\n<li>Energin som anv\u00e4nds av servrar som hostar och levererar annonserna.<\/li>\n<li>Data\u00f6verf\u00f6ring sker via internet.<\/li>\n<li>Alla mellanh\u00e4nder (t.ex. SSP:er, DSP:er) i den programmatiska annonseringskedjan.<\/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=\"Vad motsvarar ett utsl\u00e4pp p\u00e5 5 kg CO\u2082 - H\u00e5llbarhet inom den programmatiska branschen.\" 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 \/>\nVad kan utbudssidan g\u00f6ra f\u00f6r att maximera annonsint\u00e4kterna samtidigt som de h\u00e5ller det gr\u00f6nt?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>P\u00e5 leverant\u00f6rssidan kan vi f\u00f6rb\u00e4ttra v\u00e5ra arbetssystem genom att:<\/p>\n<ul>\n<li>Optimera mer direkta efterfr\u00e5gekanaler f\u00f6r att minska antalet rader i ads.txt-filen.<\/li>\n<li>Undvika ineffektivitet i <a href=\"https:\/\/refinery89.com\/sv\/header-bidding-kontra-waterfall-forklarade\/\" target=\"_blank\" rel=\"noopener\">programmatisk budgivning<\/a> (m\u00e5nga auktioner per visning).<\/li>\n<li>Investera i teknologier och infrastrukturer som anv\u00e4nder f\u00f6rnybara energik\u00e4llor.<\/li>\n<li>Att v\u00e4lja plattformar och SSP:er som har \u00e5taganden p\u00e5 klimatomr\u00e5det (anv\u00e4ndning av f\u00f6rnybar energi).<\/li>\n<li>Att anv\u00e4nda trafikmodelleringsverktyg f\u00f6r att f\u00f6rb\u00e4ttra effektiviteten.<\/li>\n<li>Undvik placeringar med l\u00e5g <a href=\"https:\/\/refinery89.com\/sv\/synlighet-for-utgivare\/\" target=\"_blank\" rel=\"noopener\">synlighet<\/a> (Bilder som laddats men inte syns).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>M\u00e5nga av dessa f\u00f6rb\u00e4ttringar p\u00e5verkar direkt <a href=\"https:\/\/refinery89.com\/sv\/guide-till-core-web-vitals\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> av webbplatser, f\u00f6rb\u00e4ttrar <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> och f\u00f6rb\u00e4ttrar d\u00e4rmed sidinl\u00e4sningstiden, vilket skapar snabbare webbplatser och <a href=\"https:\/\/refinery89.com\/sv\/4-satt-att-forbattra-din-webbplats-anvandarupplevelse\/\" target=\"_blank\" rel=\"noopener\">b\u00e4ttre anv\u00e4ndarupplevelse<\/a>, vilket attraherar fler bes\u00f6k och sidvisningar, vilket i slut\u00e4ndan \u00f6vers\u00e4tts till \u00f6kade int\u00e4kter f\u00f6r utgivaren. Alla vinner!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Varje intryck r\u00e4knas<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Varje kampanj, varje banner, varje teknikbeslut l\u00e4mnar ett fotavtryck \u2013 \u00e4ven om vi inte ser det. I den snabba digitala annonsv\u00e4rlden \u00e4r det l\u00e4tt att gl\u00f6mma att bakom varje klick finns en osynlig kostnad som planeten tyst betalar.<\/p>\n<p>Men det finns ocks\u00e5 n\u00e5got kraftfullt i detta: vi kan f\u00f6r\u00e4ndra det. Vi kan v\u00e4lja renare v\u00e4gar och mer ansvarsfulla plattformar. Vi kan utforma kampanjer som inte bara s\u00e4ljer utan ocks\u00e5 bryr sig. Och det \u00e4r mycket mer \u00e4n att optimera, det \u00e4r evolution!<\/p>\n<p>Hos <a href=\"https:\/\/refinery89.com\/sv\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, vi anv\u00e4nder l\u00e4ttvikts-teknik som f\u00f6rb\u00e4ttrar webbplatsens prestanda samtidigt som vi \u00e4r medvetna om milj\u00f6p\u00e5verkan fr\u00e5n den programmatiska annonsprocessen. V\u00e5r <a href=\"https:\/\/refinery89.com\/sv\/single-tag-intaktsokning\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> har utformats f\u00f6r att leda din webbplats till h\u00f6gre monetarisering samtidigt som anv\u00e4ndarupplevelsen f\u00f6rb\u00e4ttras f\u00f6r h\u00f6gre placeringar, och optimerar olika aspekter av leveranskedjan f\u00f6r att minska koldioxidutsl\u00e4ppen. <a href=\"https:\/\/refinery89.com\/sv\/kontakta-oss-refinery89\/\" target=\"_blank\" rel=\"noopener\">Kontakta oss f\u00f6r att veta mer om v\u00e5ra l\u00f6sningar.<\/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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