Art & Technology
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Art & Technology

Moving Towards Ecologically Sustainable Advertising: The Actual Method

Art by Rika @ Cavai

Which aspects to focus on?

The direct effect an aspect has on energy consumption

The indirect effect an aspect has on energy consumption

How hard it is to optimize the aspect

How many things are there to optimize

Focusing on Delivery and Data is Superior

Means by which energy efficiency can be improved

  1. Identify which relevant Aspect is consuming the most energy
  2. Identify which Factor is the most important in terms of energy cost
  3. Identify ways in which the particular Factor in the given Aspect can be optimized
  4. Go back to the first step and repeat

Interventions for the aspect of Creation

  • Reduce Size by representing images and such as parameters instead of visual assets
  • Reduce Size further by having fewer dependencies and by reducing the size of the dependencies
  • Reduce Duration by minimizing the time it takes to complete common workflows
  • Reduce Number by minimizing the need to connect to 3rd-parties
  • Reduce Frequency by reducing the variety of things*
  • Reduce Frequency further by caching
  • Reduce Distance by delivering from edge

Interventions for the aspect of Delivery

  • Reduce Size by green coding practices
  • Reduce Duration through avoiding connections that remain open
  • Reduce Number by reducing the number of tags and other 3rd-party things loaded together with the ad
  • Reduce Frequency by avoiding things such as frequent polling (for viewability and such)
  • Reduce Distance by delivering from the edge

Interventions for the aspect of Data

  • Reduce Size by following “Just Enough” principles* (Just enough entities, features, sampling, metrics)
  • Further, reduce Reduce Frequency by caching
  • Reduce Distance by delivering from edgeSize by implementing reduction techniques such as probabilistic data structures.
  • Reduce Duration through better algorithm design and a greater appreciation of computational complexity
  • Reduce Number by ensuring that the data model is free from unwanted redundancy
  • Reduce Frequency by limiting data access to real-time streaming, after which the data is no longer available
  • Reduce Distance by ensuring that all related systems are in the exact physical location (e.g., same Cloud region)

Interventions for the aspect of Intelligence

  • Reduce Size by feature selection
  • Reduce Duration by preferring shallower models
  • Reduce Frequency by improving workflow to avoid errors and redundant training runs

Improving the aspect of Access

  • Reduce Size by having fewer dependencies and by reducing the size of the dependencies
  • Reduce Duration by minimizing the time it takes to complete common workflows
  • Reduce Number by minimizing the need to connect to 3rd-parties
  • Reduce Frequency by reducing the variety of things*
  • Reduce Frequency further by caching
  • Reduce Distance by delivering from edge
  • NOTE: Here the emphasis is on the kind of variety reduction where the business value is not compromised.

Read another article in this series:

  • Moving Towards Ecologically Sustainable Advertising: Introduction[LINK]
  • Moving Towards Ecologically Sustainable Advertising: The Five Fives [LINK]
  • Is carbon offsetting a viable solution for reaching sustainability goals? [LINK]
  • How Much Does an Ad Impression Emit Carbon? [LINK]

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Mikko

Worked with machine intelligence for 15 years, and built the interwebs for 25. Nothing here is my own.