Online adverts estimated to use as much energy as a small country

An AI that tracks digital adverts’ power consumption might assist tech corporations and advertisers to behave extra sustainably

Technology 18 November 2022

Laptop screens showing various website

Displaying adverts and working code that measures their efficiency place further power calls for on gadgets

Ian McKinnell/Alamy

Every of the world’s 5 billion web customers is proven hundreds of adverts a day, and all these adverts use an enormous quantity of power, say researchers.

“Internet marketing consumes greater than we predict, similar to a small nation,” says Patricial Callejo on the UC3M-Satander Massive Information Institute in Spain.

Callejo and her colleagues labored with Cavai, an promoting tech firm primarily based in Norway, to develop CarbonTag, a system to assist advert tech corporations account …

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