Carbolytics is a project at the intersection of art and research that aims to raise awareness and call for action on the environmental impact of pervasive surveillance within the advertising technology ecosystem (AdTech), as well as to provide a new perspective to address the social and environmental costs of opaque data collection practices. Online tracking is the act of collecting data from online user activity, such as reading the news, purchasing items, interacting on social media or simply searching online. It is well known that tracking and recording users’ behaviour has become a major business model in the last decade. However, even though the societal and ethical consequences of abusive online surveillance practices have been a subject of public debate at least since Snowden’s revelations in 2013, the energy and environmental costs of such processes have been kept away from the public eye. The global data collection apparatus is a complex techno maze that needs vast amounts of resources to exist and operate, yet companies rarely disclose information on the environmental footprint of such operations. Moreover, part of the energy costs of data collection practices is inflicted upon the user, who also involuntarily assumes a portion of its environmental footprint. Although this is a critical aspect of surveillance, there’s an alarming lack of social, political, corporate and governmental will for accountability, thus a call for action is urgent.
AdTech is the primary business model of the data economy ecosystem or, in other words, the “money-making machine that fuels the Internet”. [1] In 2021, the global ad spending across platforms reached $763.2 billion, and it is expected to rise 10% in 2022. [2] Moreover, in 2020, 97.9% [3] of Facebook’s and 80% of Google’s global revenue was generated from advertising, and, excluding China, these companies, together with Amazon, will dominate 80% [4] to 90% of the market in 2022. [5] Yet, despite the extraordinary importance of AdTech within the global economy, its methods and processes are extremely opaque and thus incredibly difficult to control and regulate.
The research behind Carbolytics identifies and analyses the carbon emissions of the total number of cookies belonging to the top one million websites. The investigation identified more than 21 million cookies per single visit to all these websites, belonging to more than 1200 different companies, which translates to an average of 197 trillion cookies per month, resulting in 11,442 metric tonnes of CO2 emissions per month. It’s important to understand that this number reflects only browser-based cookie traffic and does not include other behavioural advertising tools, so we estimate the actual number of emissions by tracking technologies to be dramatically higher.
Carbolytics is an interactive web-based installation that shows the average global cookie traffic in real time, or in other words, displays how cookies are parasitizing user devices to extract personal data and feed it into a massive yet obfuscated network of organisms.
[1] Hwang, T. (2020). Subprime Attention Crisis: Advertising and the Time Bomb at the Heart of the Internet. New York: Fsg Originals X Logic, Farrar, Straus And Giroux.
[2] Hayes, D. (2021, December 7). Advertising’s Robust Recovery This Year Will Be Followed by Double-Digit Gains in 2022, Media Agencies Predict. Deadline. Retrieved January 25, 2022, from deadline.com/2021/12/advertising-recovery-2021-covid-forecast-2022-digital-1234885438
[3] Facebook Ad Revenue 2009–2018. (2021, February 5). Statista. Retrieved January 25, 2022, from www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide
[4] Graham, M., & Elias, J. (2021, May 18). How Google’s $150 Billion Advertising Business Works. CNBC. Retrieved January 25, 2022, from www.cnbc.com/2021/05/18/how-does-google-make-money-advertising-business-breakdown-.html