MiQ Makes End-to-End, Carbon Neutral Digital Advertising Campaigns a Reality
Powered by Scope3’s carbon emission modeling platform, new offering allows customers to minimize carbon footprints of digital advertising activity across their supply chains
As companies target ways to minimize their carbon footprints and achieve climate goals and commitments, global programmatic media partner MiQ has announced that the company is working with agencies and brands to execute carbon neutral digital advertising campaigns. This new offering, powered by Scope3 – the source of truth for supply chain emissions data – delivers the ability to measure, report, reduce, and offset carbon emissions across the supply chain, helping customers make carbon-aware decisions regarding their digital advertising spend.
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“Digital advertising is a $455 billion industry that has been overlooked as a source of significant supply chain emissions”
To date, MiQ has measured the carbon emissions of more than 300 million ad impressions using Scope3’s data platform.
“Digital advertising is a $455 billion industry that has been overlooked as a source of significant supply chain emissions,” said Brian O’Kelley, CEO of Scope3. “The reality, however, is that the ecosystem relies on millions of servers to power ad serving, real-time bidding, machine learning, and a myriad of related functions. As more and more companies look to fold digital into their climate goals, sustainable advertising has and will increasingly become part of that equation. Scope3’s data platform powers the carbon-aware planning, reporting, data integration, and decision-making capabilities partners need to drive innovation and climate accountability into every engagement.”
MiQ and Scope3 combine the strengths of deep programmatic advertising data with Scope 3 emission modeling to ensure clients have complete visibility into their digital ad ecosystems, programmatic supply chains, and overall contributions to Scope 3 emissions. 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 effectively assess, reduce, and offset their carbon emissions.
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“The advertising industry has discussed sustainability for years, but in 2022 and beyond, innovating and advancing the way we actually achieve this will be paramount to long-term change for all,” said John Goulding, global chief strategy officer for MiQ. “MiQ is committed to fulfilling this mission and creating more eco-conscious and carbon-efficient strategies for brands and their advertisers. As such, we believe that the future of campaign measurement must include the ability to understand and minimize the environmental impact of digital advertising, and we’re excited by what we’ve started to accomplish thus far.”
Continued Goulding, “That said, we’re only just getting started, and we’re working toward a future where advertisers can actually reduce the impact of their creatives, steer money towards publishers who are responsible and who optimize their sites, and the cultivation of an ecosystem rooted in sustainable business practices from the onset. We look forward to leading these efforts industry-wide and making this a reality for all.”
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