In the fast-evolving landscape of AdTech, sustainability has emerged as a critical consideration.
As the digital advertising ecosystem continues to grow, so does its environmental footprint. This blog explores the key facets of sustainability within the industry, from data privacy regulations to eco-friendly advertising campaigns, supply chain optimization, and the adoption of lightweight and fast ad formats.
Data privacy regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), have not only reshaped how businesses handle personal data but also contribute to environmental sustainability. These regulations emphasize minimizing the collection and storage of personal data, promoting transparency, and granting users more control over their information.
By reducing the amount of unnecessary data collected, AdTech partners can lower their storage needs and, subsequently, decrease their energy consumption. This aligns with the principles of sustainability by fostering responsible data practices that benefit both users and the environment.
Digital platforms offer AdTech partners the opportunity to prioritize eco-friendly advertising campaigns compared to traditional media. Print and broadcast media often involve the production and distribution of physical materials, contributing to deforestation, energy consumption, and waste.
Digital platforms, on the other hand, allow for more sustainable advertising practices. Advertisers can leverage targeted advertising to reach specific audiences, reducing the need for mass distribution. Additionally, the ability to track and analyze campaign performance in real-time enables advertisers to make data-driven decisions, optimizing their efforts and minimizing environmental impact.
The sustainability of AdTech goes beyond the digital realm and extends to the supply chain. Optimizing the supply chain involves evaluating and improving the environmental impact of each stage, from the creation of ad content to its delivery.
This includes using sustainable materials for physical ad production, reducing transportation-related emissions through local production, and adopting green hosting solutions for digital content.
By fostering sustainability throughout the supply chain, AdTech companies can contribute to a more environmentally conscious industry.
The weight and speed of ad formats play a crucial role in the overall sustainability of digital advertising. Heavier ad formats not only contribute to slower page load times but also increase energy consumption, particularly on mobile devices. This is detrimental not only to the user experience but also to the environment.
Opting for lightweight ad formats, such as HTML5 and AMP (Accelerated Mobile Pages), ensures faster loading times, reducing the energy required to deliver ads to users. This not only aligns with sustainability goals but also enhances user satisfaction, positively impacting ad engagement.
Our Approach
Here at Next Millennium, we’re always trying to think of new ways to ensure our practices are as envrionmentally-friendly as possible.
We have created innovative and efficient technology whereby instead of there being numerous separate ad requests on a site – they are all sent at once. So for example, 3 ad units running x10 SSPs would typically mean 30 ad requests – but with Next Millennium’s sustainable advances, it’s trimmed down to one.
We send them once to our server and then send them to the bidder – and less ad requests means less server consumption.
Conclusion
As the AdTech industry continues to evolve, integrating sustainable practices becomes imperative.
From navigating data privacy regulations to prioritizing eco-friendly campaigns, optimizing the supply chain, and adopting lightweight ad formats, there are various avenues for AdTech companies to contribute to a greener future.
By embracing sustainability, the industry can not only reduce its environmental impact but also foster innovation and resilience in the face of global challenges.
