MiQ partners with SeenThis to advance sustainability in digital advertising
- Tuesday, April 18th, 2023
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As part of its ongoing commitment to addressing pollution caused by online media delivery, leading global programmatic media partner, MiQ, has announced a new partnership with groundbreaking streaming tech provider, SeenThis. Together, the pair are modernizing creative delivery for eco-conscious brands and agencies, using the power of streaming to advance more sustainable MiQ-driven campaigns across the world.
Compared to conventional technology used to deliver programmatic creative, SeenThis is fuelled by adaptive streaming, which instantly delivers the highest quality creative possible and with less data waste. 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. For MiQ and its clients, this reduces data waste by an average of 25 per cent, as well as associated carbon emissions, all related to excessive buffering and offscreen loading. It also eliminates reliance on publisher bandwidth to download files, and improves the overall user experience for static images, video, and other display formats. This includes:
- No creative limits: Creative delivery modernized by streaming tech
- Effective delivery of greener campaigns: Wasted impressions are minimized by pausing advertisements when out-of-view
- High attention formats: Clients can extend video reach into display formats with over 80 per cent viewability
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 companies. Through faster load times and better viewability, clickthrough rates have performed 2x better than standard display, resulting in nearly 85,000kg of CO2e savings for clients to date, which is equivalent to the pollution from over 3m plastic bags, or driving from New York to L.A. more than 160 times.
Against this impressive backdrop, MiQ is using SeenThis technology to develop new streamed formats and expand its streamed offering into other channels beyond display, which will be unveiled in the coming months.
“In 2022, we made great strides with Scope3 and MiQ’s Green Score to measure, reduce, and benchmark carbon emissions across the supply chain,” said Chris Lehman, Global Head of Creative at MiQ. “Our team is fully dedicated to identifying and actioning new ways to address the sustainability needs of the industry. Optimizing and future-proofing the creative that clients use seemed like a natural next step in this continued progression. SeenThis is the perfect partner to aid us in that journey and we look forward to further innovations which enable a greener ad ecosystem.”
Thomas Houge, CCO at SeenThis, added: “The combination of our innovative creative technology with MiQ’s robust sustainability offering creates something completely new in the market. We’re already seeing the huge benefits that this provides to companies we’re working with together. We’re eager and ready to facilitate this success for others across the globe and excited to collaborate with MiQ on additional advances this year and beyond.”