Environmental impact assessment of online advertising
Status:: π¨
Links:: Energy consumption of advertisements
Metadata
Authors:: PΓ€rssinen, M.; Kotila, M.; Cuevas, R.; Phansalkar, A.; Manner, J.
Title:: Environmental impact assessment of online advertising
Publication Title:: "Environmental Impact Assessment Review"
Date:: 2018
URL:: https://www.sciencedirect.com/science/article/pii/S0195925517303505
DOI:: 10.1016/j.eiar.2018.08.004
Bibliography
PΓ€rssinen, M., Kotila, M., Cuevas, R., Phansalkar, A., & Manner, J. (2018). Environmental impact assessment of online advertising. Environmental Impact Assessment Review, 73, 177β200. https://doi.org/10.1016/j.eiar.2018.08.004
Zotero
Type:: #zotero/journalArticle
Zotero::
Keywords:: [CO emission, Internet energy consumption, Invalid traffic, Online advertising]
Relations
Abstract
There are no commonly agreed ways to assess the total energy consumption of the Internet. Estimating the Internet's energy footprint is challenging because of the interconnectedness associated with even seemingly simple aspects of energy consumption. The first contribution of this paper is a common modular and layered framework, which allows researchers to assess both energy consumption and CO2e emissions of any Internet service. The framework allows assessing the energy consumption depending on the research scope and specific system boundaries. Further, the proposed framework allows researchers without domain expertise to make such an assessment by using intermediate results as data sources, while analyzing the related uncertainties. The second contribution is an estimate of the energy consumption and CO2e emissions of online advertising by utilizing our proposed framework. The third contribution is an assessment of the energy consumption of invalid traffic associated with online advertising. The second and third contributions are used to validate the first. The online advertising ecosystem resides in the core of the Internet, and it is the sole source of funding for many online services. Therefore, it is an essential factor in the analysis of the Internet's energy footprint. As a result, in 2016, online advertising consumed 20β282 TWh of energy. In the same year, the total infrastructure consumption ranged from 791 to 1334 TWh. With extrapolated 2016 input factor values without uncertainties, online advertising consumed 106 TWh of energy and the infrastructure 1059 TWh. With the emission factor of 0.5656β―kg CO2e/kWh, we calculated the carbon emissions of online advertising, and found it produces 60 Mt CO2e (between 12 and 159 Mt of CO2e when considering uncertainty). The share of fraudulent online advertising traffic was 13.87 Mt of CO2e emissions (between 2.65 and 36.78 Mt of CO2e when considering uncertainty). The global impact of online advertising is multidimensional. Online advertising affects the environment by consuming significant amounts of energy, leading to the production CO2e emissions. Hundreds of billions of ad dollars are exchanged yearly, placing online advertising in a significant role economically. It has become an important and acknowledged component of the online-bound society, largely due to its integration with the Internet and the amount of revenue generated through it.
Notes & Annotations
π Annotations (imported on 2023-10-02#14:08:26)
With our framework, system boundary, base value estimations, and assumptions: online advertising energy consumption in 2016 was 106.59 TWh. Web-browsing was the dominant source of online advertising and therefore consumed the highest amount of energy.
As a result, in 2016, online advertising consumed 20β282 TWh of energy. In the same year, the total infrastructure consumption was from 791 to 1334 TWh. With extrapolated 2016 input factor values without uncertainties, online advertising consumed 106 TWh of energy and the infrastructure 1059 TWh. We calculated the carbon emissions of online advertising and found it produced 60 Mt CO2e (between 12 and 159 Mt of CO2e when considering uncertainty). The share of fraudulent online advertising traffic was 13.87 Mt of CO2e emissions (between 2.65 and 36.78 Mt of CO2e when considering uncertainty).
Online advertising CO2e emissions are 10% of the total infrastructure emissions and therefore a significant contributor to the environmental impact of the Internet ecosystem. Advertising fraud can be considered a total waste of resources, both economically and environmentally.