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MiQ launches sustainable advertising solution to reduce the carbon footprints of digital ads
Mumbai: As companies target ways to minimize 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.
Digital advertising is a multi-billion-dollar industry that has been overlooked as a source of significant carbon emissions across its supply chain; however, it relies on millions of servers to host and power ad serving, real-time bidding, data processing, machine learning, and a myriad of related functions. 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. 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 modelling data for clients to provide MiQ’s proprietary Green Score, helping clients effectively assess, reduce, and offset their carbon emissions.
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 optimizing 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.”
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. 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%, 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.
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.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
