Randy Simons, a student who did his “B-Referaat” at DACS under supervision of Aiko Pras, investigated the energy costs of web advertisements.
He found that the power required to render and display web advertisements is 2.5W. He estimated that the total energy used for displaying web advertisements is equivalent to the total yearly electric energy consumption of 1891 Dutch households, or 3.6 “average” wind turbines.
His research results have been published on many popular Dutch websites, including nu.nl, trouw and automatiseringsgids.
The original press release by the University of Twente can be found here.
The complete study can be found on: http://eprints.eemcs.utwente.nl/18066/01/Hidden-Energy-Costs.pdf