Representative image (iStock)”>Representative image (iStock)As companies target ways to minimise their carbon footprints and achieve their climate commitments, global programmatic advertising technology company MiQ has launched its sustainable advertising solution in India, powered by partnerships with Scope3 and SeenThis.
According to Scope3’s Q2 2023 State of Sustainable Advertising report, digital display and streaming ads produce 7.2 million metric tons of emissions every year. Broken out by channel, display advertising accounts for just over half—3.8 million metric tons—and streaming contributes 3.4 million metric tons to the global number.
MiQ has built an industry leading sustainable ads suite to help clients reduce the carbon footprint of their campaigns without sacrificing performance by combining the right insights, tech, creative, and supply strategies, the company stated in a press release.
MiQ’s granular data from customer campaigns identifies exactly where and when ads run online and is paired with Scope3’s accurate, comprehensive, and independent emissions modeling data for clients to provide MiQ’s proprietary Green Score, helping clients effectively assess, reduce, and offset their carbon emissions, it added.
MiQ’s commercial board member and managing director, Siddharth Dabhade said, “By giving marketers comprehensive insights to measure and reduce the carbon impact of their digital campaigns, developing climate-smarter ad creatives, and optimising the programmatic supply path, we have developed a formidable sustainable advertising solution that would empower climate-conscious brands, agencies and media practitioners to make sustainable media buying choices.”
“More importantly, it enables us to start change-making conversations with brands and media agencies about digital ads that are good for consumers, good for communities, and good for our planet,” he added.
To make digital ads more sustainable, MiQ has partnered with SeenThis, an adaptive streaming technology provider that delivers high-quality programmatic creatives with less data waste, the company stated. These ads stream in bite-sized pieces when in-view, ensuring that data is transferred only when actively consumed by users and is otherwise paused.
Paired with MiQ’s agnostic, multi-DSP optimization tactics and advanced programmatic activation strategies, MiQ and SeenThis have already achieved greener and more performant results for over 100 campaigns to date, including for major fashion houses, tourism brands and next-gen gaming