MiQ Launches MiQ Sigma
MiQ Sigma offers a single platform that brings together the components of the programmatic advertising ecosystem, i.e., data, technology, and campaign workflows into one place.
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MiQ has launched MiQ Sigma, a new platform designed to streamline programmatic advertising. It brings together over 300 data feeds and 700 trillion consumer signals covering TV viewership, online activity, and in-store purchases. The platform uses AI to support planning, audience development, and activation, aiming to help media traders manage campaigns more efficiently across various screens and channels.
MiQ Sigma offers a single platform that brings together the components of the programmatic advertising ecosystem, i.e., data, technology, and campaign workflows into one place. It uses AI to support faster, data-driven decision-making and includes a Trading Agent that helps traders reach audiences across multiple DSPs, SSPs, and media formats.
The platform is designed to simplify execution and improve efficiency in a fragmented digital environment.
“Today is not just a launch—it’s the culmination of everything we’ve built over the last 15 years,” said Gurman Hundal, Global CEO and Co-Founder of MiQ.
“From day one, MiQ has believed in the power of agnostic partnerships, deep data intelligence, and human expertise to drive results. MiQ Sigma is the next evolution of that vision—enhancing core strengths with powerful new technology.”
“In a fragmented and increasingly complex ecosystem, Sigma makes everything we do faster, smarter, and more connected—it’s what powers MiQ to drive market-leading outcomes, and gives our teams and clients a serious edge in a rapidly changing market.”
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John Goulding, Global Chief Strategy Officer at MiQ, said, “In the past, marketers had to make arbitrary choices around what ad platforms to use for their campaigns, which caused a trade-off in reach and performance.”
“MiQ Sigma is a single-point-of-entry for programmatic advertising where you can harness intelligence, discover audiences, and then use agentic AI to execute multi-platform media buys in a matter of seconds.”
“This is a new paradigm that truly puts results first and allows a well-written prompt to slice through the complexity of our ecosystem.”
Key Features and Functionalities:
- The platform offers visual access to hundreds of data feeds covering consumer behaviour across TV viewing, web activity, and in-store purchases. It connects insights from over 1.7 billion global audience profiles, giving marketers a broader and more integrated view to inform planning and reach.
- MiQ Sigma’s Trading Agent supports campaign management using natural language prompts. Built on 15 years of trading data and powered by top LLMs (Claude, Gemini, ChatGPT), it helps traders make decisions faster across multiple DSPs, reducing manual effort and improving operational efficiency.
- Generative AI enables the quick creation of custom audience profiles through simple prompts. These profiles help marketers translate data insights into campaign strategies in less time, offering a more responsive way to approach audience targeting and media planning.
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