How MiQ Turned a 2-Week Localization Bottleneck into a 15-Minute Config Change
•6 min read
Based on an engineering case study by Pranav Shrivastava, UI Engineer 2 at MiQ.
For engineering teams, internationalization (i18n) has a way of quietly turning into a delivery bottleneck. At MiQ, a global, data-driven programmatic advertising platform, it did exactly that. MiQ's distributed front end spans 15+ micro-frontends, and their legacy localization process required heavy engineering involvement, manual code releases, and up to two weeks of lead time to ship even a simple copy update.
By moving to Lingui and Crowdin, MiQ decoupled localization from their development sprints. With Over-the-Air (OTA) content delivery and an AI-assisted translation workflow, they removed engineers from the translation loop entirely.