Reducing Carbon Footprint with Cloud Infrastructure Optimization at Responsiveads

By Nikko Dumrique

As Earth Day approaches, it’s crucial to recognize the role businesses play in environmental sustainability. At Responsiveads, we are committed to making a positive impact on our planet through our innovative cloud infrastructure optimization and carbon footprint reduction efforts. This Earth Day, we are excited to share our progress and achievements in reducing carbon emissions through three main initiatives: image compression, S3 storage optimization, and accelerating designer workflows.

Image Compression: Saving Space and Reducing Emissions

One of our primary focuses has been on image compression, where we’ve taken a multi-faceted approach to achieve optimal results. Leveraging the capabilities of third-party services such as Kraken, TinyPNG, and Akamai, combined with our in-house developments, we’ve achieved remarkable compression rates. Even after compressing images, we are able to deliver content that is 60% lighter, ensuring efficient real-time dynamic delivery of creative content. This not only optimizes storage space but also reduces the energy required for content delivery, contributing to our overall carbon footprint reduction efforts.

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S3 Storage Optimization: Efficient and Eco-Friendly

We’ve developed features that intelligently comb through our S3 buckets, identifying and removing obsolete files to optimize storage space.

Before Optimization

  • Monthly growth rate: 0.156% to 0.298%

After Optimization

  • Reduced growth rate: 0.052% to 0.062%
  • Storage size reduced by a factor of 2.5x to 5.5x

Last year, our S3 storage grew by approximately 800 GB, but with our optimization efforts, we expect only a 160 GB increase this year, even as we onboard more customers.

S3 Accelerating Designer Workflows: Time and Energy Savings

We continue to develop new features aimed at accelerating designer workflows. By streamlining the design process, we potentially reduce the time and energy spent by analytics teams and designers, contributing to further energy usage and CO2e emissions reductions.

S3 Energy and CO2 Impact: Making a Difference

By reducing our storage needs through image compression, S3 optimization, and accelerating designer workflows, we’ve also cut down our energy consumption and carbon emissions. 

Energy and CO2 Estimates 

  • 0.002 kWh per GB stored
  • 0.207 kg CO2e per kWh
  • Estimated Scope 2 emissions: 0.331 kg CO2e per year
  • With optimizations: Reduced to 0.0552 kg CO2e per year 

Considering the image compression alone, we estimate approximately 0.012 kg CO2e per year. These may seem like small numbers, but they add up, especially when scaled across our entire operation.

Proactive Approach to Sustainability

While our current CO2 emissions are relatively low, we are continually working on new features and optimizations to further reduce our environmental impact. One such initiative is optimizing our analytics tracking system to be event-driven, reducing emissions costs.

Client Benefits

Our sustainability efforts not only benefit the environment but also save our clients money by lowering their CO2e footprint. It’s a win-win situation for everyone involved.


This Earth Day, Responsiveads is proud to showcase our commitment to environmental sustainability through our cloud infrastructure optimization, carbon footprint reduction initiatives, and efforts to accelerate designer workflows. By embracing innovative solutions and practices, we are making strides towards a greener future while delivering cost-effective solutions for our clients.

Join us in celebrating Earth Day by adopting eco-friendly practices and supporting businesses that prioritize sustainability. Together, we can make a difference and create a more sustainable world for future generations.

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