SÜRDÜRÜLEBİLİR REKLAMCILIK MÜMKÜN MÜ? DİJİTAL REKLAMCILIKTA DÖNGÜSEL EKONOMİ YAKLAŞIMININ STRATEJİK ENTEGRASYONU

Year 2025, Issue: 49, 329 - 348

Yasemin Bozkurt

https://doi.org/10.18092/ulikidince.1717058

Abstract

Bu çalışmanın amacı, dijital reklamcılık sektörünün küresel karbon emisyonlarının yılda yaklaşık %2’ini oluşturması ve reklam sahteciliğinin 100 milyar doları aşan ekonomik kayıplara neden olması gibi çevresel ve ekonomik sürdürülebilirlik sorunlarına yönelik çözüm önerileri geliştirmektir. Bu doğrultuda, yapılan çalışma dijital reklamcılığın artan çevresel etkileri ve kaynak israfı karşısında, döngüsel ekonomi ilkelerini reklam kampanyalarının yaşam döngüsüne entegre etmeyi hedeflemektedir. Çalışmanın amacı çerçevesinde kapsamlı literatür taraması ve doküman analizi yöntemleriyle mevcut dijital reklamcılık uygulamaları analiz edilerek sürdürülebilirlik açısından yetersiz kalan yönler tespit edilmiş; ardından döngüsel ekonomi ile dijital dönüşüm arasındaki kesişim noktaları belirlenerek strateji ve uygulama önerileri sunulmuştur. Elde edilen bulgular, dijital reklamcılığın yüksek karbon salımı, enerji ve kaynak tüketimi, veri gizliliği ihlalleri gibi çeşitli sürdürülebilirlik karşıtı sonuçlar doğurduğunu ortaya koymaktadır. Bu bağlamda, içeriklerin yeniden kullanımı, enerji verimliliği sağlayan teknolojilerin benimsenmesi, sürdürülebilir veri yönetimi ve sektör paydaşları arasında iş birliğinin teşvik edilmesi gibi döngüsel ekonomi temelli stratejiler, çevresel ve ekonomik sürdürülebilirlik açısından önemli bir çözüm çerçevesi sunmaktadır.

Keywords

Dijital Reklamcılık , Döngüsel Ekonomi , Sürdürülebilirlik , Sürdürülebilir Dijital Reklamcılık , Karbon Nötr Reklamcılık

IS SUSTAINABLE ADVERTISING POSSIBLE? STRATEGIC INTEGRATION OF THE CIRCULAR ECONOMY APPROACH IN DIGITAL ADVERTISING

Abstract

The aim of this study is to develop solutions to environmental and economic sustainability problems, such as the fact that digital advertising accounts for approximately 2% of global carbon emissions per year and that ad fraud results in economic losses exceeding 100 billion dollars. In this context, the research focuses on integrating circular economy principles into the life cycle of advertising campaigns to mitigate the sector’s growing environmental footprint and resource inefficiencies. Using comprehensive literature review and document analysis methods, current digital advertising practices are evaluated to identify sustainability gaps. The study explores the convergence of circular economy and digital advertising, proposing strategic and operational recommendations. Findings indicate that digital advertising exacerbates sustainability issues such as high CO₂ emissions, energy overuse, material waste, and data-related externalities. In response, circular economy–driven solutions—such as creative content repurposing, energy-efficient ad tech, sustainable data management, and intersectoral cooperation—are recommended to foster a more environmentally responsible and economically viable advertising ecosystem.

Keywords

Digital advertising , circular economy , sustainability , sustainable digital advertising , carbon neutral advertising

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