Programmatic media company MiQ is partnering with Swedish streaming tech provider SeenThis to help address the pollution caused by online media delivery.

Compared to conventional technology used to deliver programmatic creative, SeenThis uses adaptive streaming, which delivers the highest quality creative possible 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 advertisers, this reduces data waste by an average of 25%, as well as associated carbon emissions 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.

MiQ and SeenThis have already begun working together and testing solutions on 100 campaigns. Thus far, click-through rates have performed two-times better than standard display, resulting in nearly 85,000 kilograms of carbon dioxide equivalent savings for clients. This is equivalent to the pollution from over three million plastic bags or driving from New York to L.A. more than 160 times.

Going forward, MiQ will be 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,” says 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.”