{"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":"programatik-reklamcilikta-surdurulebilirlik","status":"publish","type":"post","link":"https:\/\/refinery89.com\/tr\/sustainability-in-programmatic-advertising\/","title":{"rendered":"AdTech ye"},"content":{"rendered":"<p>Dijital reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn son y\u0131llarda bir\u00e7ok alanda katlanarak b\u00fcy\u00fcd\u00fc\u011f\u00fc, yay\u0131nc\u0131lar\u0131n geli\u015fmesine yard\u0131mc\u0131 oldu\u011fu ve reklamverenlerin daha verimli kampanyalar y\u00fcr\u00fctmesine katk\u0131 sa\u011flad\u0131\u011f\u0131 ink\u00e2r edilemez bir ger\u00e7ektir.<\/p>\n<p>Ama her \u015fey g\u00fcll\u00fck g\u00fclistanl\u0131k de\u011fil. Dijital t\u00fcketim miktar\u0131 artt\u0131k\u00e7a, bir\u00e7ok sistem tan\u0131t\u0131ld\u0131 ve veri ba\u011flant\u0131lar\u0131n\u0131n say\u0131s\u0131 (<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 vb.) reklam iste\u011fi ba\u015f\u0131na \u00e7ok karma\u015f\u0131k olabilir e\u011fer kontrol edilmezse. Daha fazla ba\u011flant\u0131 = daha fazla veri = daha fazla elektrik t\u00fcketimi = CO2 emisyonu<\/p>\n<p>Ne yaz\u0131k ki bu durum, karbon ayak izinde \u00f6nemli bir art\u0131\u015fa yol a\u00e7m\u0131\u015ft\u0131r. Dijital reklamc\u0131l\u0131\u011f\u0131n arkas\u0131ndaki t\u00fcm kodun \u00fcretilmesi i\u00e7in gereken enerjinin, internetin toplam emisyonlar\u0131n\u0131n yakla\u015f\u0131k \u2019ini olu\u015fturdu\u011fu tahmin edilmektedir.<\/p>\n<p>Bu rakam, daha temiz ve s\u00fcrd\u00fcr\u00fclebilir teknolojilerin benimsenmesinin acil gereklili\u011fini vurgulamaktad\u0131r. Bug\u00fcn bize kat\u0131lan <a href=\"https:\/\/www.linkedin.com\/in\/virginiaromero\/\" target=\"_blank\" rel=\"noopener\">Virginia Romero<\/a>, s\u00fcrd\u00fcr\u00fclebilirli\u011fin etkisini tart\u0131\u015fmak \u00fczere k\u0131demli i\u015f geli\u015ftirme <a href=\"https:\/\/refinery89.com\/tr\/a-simple-guide-on-programmatic-advertising-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Programatik reklamc\u0131l\u0131k.<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Dijital reklamc\u0131l\u0131\u011f\u0131n \u00e7evresel etkisi<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>D\u00fcr\u00fcst olal\u0131m, programatik reklamc\u0131l\u0131k ekosistemi karma\u015f\u0131kt\u0131r. Bir\u00e7ok arac\u0131y\u0131 i\u00e7erir ve bu da \u00f6nemli bir veri y\u00fck\u00fc olu\u015fturur. Bir reklam ihalesi yap\u0131ld\u0131\u011f\u0131nda, say\u0131s\u0131z sunucu \u00e7a\u011fr\u0131s\u0131 yap\u0131l\u0131r, bu da enerji t\u00fcketimini ve dolay\u0131s\u0131yla karbon emisyonlar\u0131n\u0131 art\u0131r\u0131r.<\/p>\n<p>1 milyon banner'a hizmet veren k\u00fc\u00e7\u00fck bir internet kampanyas\u0131n\u0131n \u00fcretti\u011fi kirlilik, bir\u00e7ok fakt\u00f6re ba\u011fl\u0131 olarak de\u011fi\u015febilir (dosya boyutu, kullan\u0131lan sunucular, programatik zincirdeki arac\u0131lar vb.).<\/p>\n<p>Kaynaklara g\u00f6re <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\">Kapsam 3<\/a>, <a href=\"https:\/\/good-loop.com\/good-measures\" target=\"_blank\" rel=\"noopener\">\u0130yi D\u00f6ng\u00fc<\/a>, ve sekt\u00f6r verileri, ortalama olarak, 1 milyon banner reklam\u0131n \u015fu nedenlere yol a\u00e7t\u0131\u011f\u0131n\u0131 g\u00f6stermektedir: <strong>1 ve 5 gram CO\u2082<\/strong> atmosfere sal\u0131nacak. Bu \u015funlardan kaynaklan\u0131r:<\/p>\n<ul>\n<li>Reklamlar\u0131 bar\u0131nd\u0131ran ve sunan sunucular taraf\u0131ndan kullan\u0131lan enerji.<\/li>\n<li>Veriler internet \u00fczerinden aktar\u0131l\u0131r.<\/li>\n<li>Programatik reklamc\u0131l\u0131k tedarik zincirindeki t\u00fcm arac\u0131lar (\u00f6r. SSP'ler, DSP'ler).<\/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=\"Programatik sekt\u00f6rde 5 kg CO\u2082 emisyonuna e\u015fde\u011fer nedir? - S\u00fcrd\u00fcr\u00fclebilirlik.\" 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 \/>\nReklam gelirlerini art\u0131r\u0131rken \"ye\u015fil\" kalmak i\u00e7in arz taraf\u0131 \u015funlar\u0131 yapabilir:<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Arz taraf\u0131nda, \u00e7al\u0131\u015fma sistemlerimizi \u015fu yollarla geli\u015ftirebiliriz:<\/p>\n<ul>\n<li>Reklam.txt dosyas\u0131ndaki sat\u0131r say\u0131s\u0131n\u0131 azaltmak i\u00e7in daha do\u011frudan talep kaynaklar\u0131n\u0131 optimize etmek.<\/li>\n<li>Verimlilikten ka\u00e7\u0131nmak <a href=\"https:\/\/refinery89.com\/tr\/header-bidding-ve-waterfall-farklari-aciklandi\/\" target=\"_blank\" rel=\"noopener\">programatik teklif verme<\/a> (g\u00f6sterim ba\u015f\u0131na \u00e7ok say\u0131da ihale).<\/li>\n<li>Yenilenebilir enerji kaynaklar\u0131n\u0131 kullanan teknoloji ve altyap\u0131lara yat\u0131r\u0131m yapmak.<\/li>\n<li>Yenilenebilir enerji kullan\u0131m\u0131 gibi iklim taahh\u00fctleri olan platformlar ve SSP'ler se\u00e7mek.<\/li>\n<li>Verimlili\u011fi art\u0131rmak i\u00e7in trafik modelleme ara\u00e7lar\u0131n\u0131 kullanmak.<\/li>\n<li>D\u00fc\u015f\u00fckle yerle\u015ftirmeden ka\u00e7\u0131nma <a href=\"https:\/\/refinery89.com\/tr\/yayincilar-icin-goruntulenebilirlik\/\" target=\"_blank\" rel=\"noopener\">g\u00f6r\u00fclebilirlik<\/a> (Y\u00fcklenmi\u015f ancak g\u00f6r\u00fcnmeyen resimler).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Bu iyile\u015ftirmelerin \u00e7o\u011fu do\u011frudan \u015funlar\u0131 etkiler: <a href=\"https:\/\/refinery89.com\/tr\/temel-web-vitals-kilavuzu\/\" target=\"_blank\" rel=\"noopener\">Temel Web Vitals<\/a> web siteleri, iyile\u015ftirme <a href=\"https:\/\/web.dev\/articles\/cls\" target=\"_blank\" rel=\"noopener\">CLS<\/a> ve b\u00f6ylece sayfa y\u00fcklenme h\u0131z\u0131n\u0131 art\u0131rarak, daha h\u0131zl\u0131 siteler olu\u015fturarak ve <a href=\"https:\/\/refinery89.com\/tr\/web-sitenizin-kullanici-deneyimini-iyilestirmenin-4-yolu\/\" target=\"_blank\" rel=\"noopener\">daha iyi kullan\u0131c\u0131 deneyimi (UX)<\/a>, daha fazla ziyaret ve sayfa g\u00f6r\u00fcnt\u00fclemesi \u00e7ekerek, sonu\u00e7ta yay\u0131nc\u0131 i\u00e7in artan gelire d\u00f6n\u00fc\u015f\u00fcr. Herkes kazan\u0131r!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Her izlenim \u00f6nemlidir<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Her kampanya, her banner, her teknoloji karar\u0131 bize g\u00f6r\u00fcnmese de bir iz b\u0131rak\u0131r. Dijital reklamc\u0131l\u0131\u011f\u0131n h\u0131zla de\u011fi\u015fen d\u00fcnyas\u0131nda, her t\u0131klaman\u0131n arkas\u0131nda gezegenin sessizce \u00f6dedi\u011fi g\u00f6r\u00fcnmez bir maliyet oldu\u011funu unutmak kolayd\u0131r.<\/p>\n<p>Ama bunun da g\u00fc\u00e7l\u00fc bir yan\u0131 var: bunu de\u011fi\u015ftirebiliriz. Daha temiz rotalar ve daha sorumlu platformlar se\u00e7ebiliriz. Sadece sat\u0131\u015f yapmakla kalmay\u0131p ayn\u0131 zamanda \u00f6nemseyen kampanyalar tasarlayabiliriz. Ve bu optimizasyondan \u00e7ok daha fazlas\u0131, bu evrim!<\/p>\n<p>At <a href=\"https:\/\/refinery89.com\/tr\/\" target=\"_blank\" rel=\"noopener\">Refinery89<\/a>, web sitesi performans\u0131n\u0131 iyile\u015ftiren, programatik reklamc\u0131l\u0131k s\u00fcrecinin \u00e7evre \u00fczerindeki etkisini de g\u00f6z \u00f6n\u00fcnde bulunduran hafif teknolojileri kullan\u0131yoruz. Bizim <a href=\"https:\/\/refinery89.com\/tr\/single-tag-web-gelirleri\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> sitenizi daha y\u00fcksek kazanca y\u00f6nlendirmek, daha iyi s\u0131ralamalar i\u00e7in kullan\u0131c\u0131 deneyimini geli\u015ftirmek ve karbon emisyonlar\u0131n\u0131 azaltmak i\u00e7in tedarik zincirinin farkl\u0131 y\u00f6nlerini optimize etmek \u00fczere tasarlanm\u0131\u015ft\u0131r. <a href=\"https:\/\/refinery89.com\/tr\/bize-ulasin\/\" target=\"_blank\" rel=\"noopener\">\u00c7\u00f6z\u00fcmlerimiz hakk\u0131nda daha fazla bilgi edinmek i\u00e7in bize yaz\u0131n.<\/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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Today, Virginia Romero discusses sustainability in programmatic advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/tr\/programatik-reklamcilikta-surdurulebilirlik\/\" \/>\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=\"Yazan:\" \/>\n\t<meta name=\"twitter:data1\" content=\"Patricia Sim\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tahmini okuma s\u00fcresi\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 dakika\" \/>\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\":\"tr\"},{\"@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? 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