Embracing sustainability improves the user experience
A digital ad contains more than just graphical assets. Trackers, pixels, and code snippets are added to ads for measurement, attribution, and data acquisition purposes, providing 5 important things to consider when building your websites the potential to generate significant network traffic. As a result, they can be quite demanding on CPU usage if configured inefficiently, resulting in an unpleasant user experience and wasted resources.
Since brighter creative elements tend to consume more energy to display
A simple step like switching to dark mode or reducing the brightness of creative elements can dramatically reduce emissions, with the added benefit of increasing site performance. After Google partnered with Arnette (the eyewear brand owned by EssilorLuxottica) to introduce a dark mode philippines numbers browsing option on the retailer’s website, the improvements resulted in both a lower digital carbon footprint and a 32% higher conversion rate for visitors who used the feature. Ecograder calculated that Arnette’s site was 59% cleaner than other portals.
“No one likes browsing a slow website,” says Riccardo Menoncin, head of design at EssilorLuxottica. “At Arnette, we recognize the need to make eco-friendly efforts, while always maintaining the high standards we set for ourselves and ensuring our customers have the experience they deserve.”
Squoosh , a Google Chrome Labs web app that helps developers optimize images for improved website speed, is one of many tools that can help cross-functional teams keep their websites user-friendly. Similarly, products like Campaign Manager 360 and Display & Video 360 allow teams to A/B test variants like viewability, time on screen, and other attention metrics, removing unwanted impressions to improve sustainability and performance.
