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When we think about sustainability, it's all too easy to get caught up in the usual suspects like plastic bags and electric cars. But let's not forget the digital world -- it has its own carbon footprint.

Who would have thought that programmatic advertising could play a starring role in all this? It's all because of wasted energy with ad servers, data centers, and an endless barrage of ad impressions.

This shift toward eco-friendly practices is transforming the online landscape, with more agencies embracing greener strategies and making their respective transformations.

Let's take a closer look at why sustainability matters in programmatic advertising and what the best practices are for minimizing the carbon footprint of digital campaigns.

First, because people have become more conscious. Today's audience isn't just made up of buyers -- they're activists. They expect brands to deliver not only quality products but also social responsibility. If you want your brand to appear modern and progressive, sustainability must be part of your advertising strategy.

Second, it's a matter of efficiency. The more energy wasted on irrelevant ad impressions, the higher the costs -- both financial and environmental. Optimizing campaigns reduces carbon footprint and saves your budget.

Here is what advertisers can do to go sustainable.

It sounds obvious, but countless brands still bombard users with ads they don't care about. The result? Vast amounts of wasted energy.

Focus on high-quality audiences genuinely interested in your product; you'll cut energy consumption and boost conversion rates.

If your ad follows users around the Internet like a digital stalker, you're not only annoying them -- you're also wasting resources.

Set limits on how often an individual sees your ad. That simple move makes your campaign both more effective and eco-friendly.

Choose partners that use renewable energy sources and implement sustainable data processing methods. That's not just an eco-friendly step -- it's a way to position your brand as socially responsible.

Don't just take your partners' word for it -- verify their sustainability claims. Request carbon footprint reports and proof of renewable energy use.

If a demand-side platform (DSP) claims to run on green energy, don't just nod along -- ask for proof. Documentation showing their data centers use actual renewable sources like wind or solar power would be a start. And maybe check if they have any certifications from respected groups like the Green Web Foundation or Climate Neutral.

After all, transparency is key to making sure you're not just getting greenwashed while trying to enhance your own sustainability efforts.

The larger the format and higher the resolution, the more energy required for processing; and the more data you transfer, the greater the carbon footprint.