MiQ unveils Sigma AI platform to unify programmatic advertising

MiQ has launched MiQ Sigma, an AI-powered advertising platform designed to connect the entire programmatic ecosystem in one unified environment.

MiQ Sigma is built to integrate over 300 data feeds, representing 700 trillion consumer signals related to what individuals are watching on television, browsing online, and purchasing in retail environments. The technology incorporates artificial intelligence at multiple levels, aiming to enhance campaign planning, audience segmentation, and media activation. Its trading agent capability allows marketers to access a broad spectrum of demand-side platforms (DSPs) and supply-side platforms (SSPs), as well as a variety of programmatically-enabled media formats.

The platform has been constructed on technology embedded with the three largest global large language models - Claude, Gemini, and ChatGPT. By leveraging these AI models, MiQ Sigma is positioned to process a significant volume of data signals and deliver responsive media decisioning across the programmatic advertising supply chain.

Gurman Hundal, Global Chief Executive Officer and co-founder of MiQ, stated: "Today is not just a launch - it's the culmination of everything we've built over the last 15 years. 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."

The capabilities of MiQ Sigma are targeted towards advertisers looking for greater speed and reliability in reaching customers, as well as minimising fragmentation across digital channels. According to the company, the platform's AI agent enables campaign management and optimisation using natural language instructions, automating previously manual analysis tasks and facilitating faster decision-making across multiple platforms.

Fiona Roberts, Australia and New Zealand Managing Director of MiQ, commented: "I'm thrilled to announce the launch of Sigma to the Australia and New Zealand markets. Sigma's AI-powered intelligence further supports the foundational elements that make MiQ the leading global technology partner in programmatic. We're proud of the success our partner agnostic, people-powered and tech-enabled team has accomplished, and as we remain committed to solving our industry's biggest challenges, we look forward to working with our agency and client partners to bring the benefits of MiQ Sigma to their business to ensure continued success."

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."

Data from initial tests of MiQ Sigma indicate that conversion rates can be increased by 132% and cost per action reduced by 57%. These results are attributed to several key functionalities, such as Sigma Intelligence, which provides detailed visualisations of audience behaviours; the interactive Trading Agent, which supports campaign management using AI trained on MiQ trading data; and generative AI Personas, which create custom audience profiles through natural language prompts to simplify campaign planning.

Clive Record, Global President, Partnerships and Solutions at Dentsu, stated: "MiQ Sigma represents a breakthrough for our programmatic strategy and the brands we serve. What makes it so unique isn't just that it unifies our view of audiences and platforms – it's how it converts that unified view into smarter decisions across every aspect of campaign management. MiQ Sigma is a genuine step-change that empowers our agency to deliver what truly matters - impactful business outcomes for the world's leading brands."

The MiQ Sigma platform is supported by integrations with companies including The Trade Desk, Google DV360, Amazon Web Services, Samba, Experian, Databricks, Numerator, Celtra, and Circana. These partnerships aim to strengthen the foundation for programmatic advertising by allowing for more streamlined data flow and cross-platform interoperability.

Matt Fogarty, GM Channel Partners at The Trade Desk, said: "MiQ's commitment to building AI-driven, agnostic technology aligns with the future of programmatic, where marketers have greater control, flexibility, and performance across every channel. As a key integration in Sigma's development, we've worked closely with MiQ to push the boundaries of what's possible, and we're committed to supporting this platform as it establishes the new standard for programmatic advertising moving forward."

MiQ Sigma is now accessible to clients in the Asia Pacific, the United States, Canada, the UK, Australia, and selected international markets and is set for a wider global rollout throughout 2025.