• by Ray Schultz , Yesterday

MiQ, a global programmatic media firm, has launched MiQ Sigma, a platform that it says unites over 300 data feeds, spanning 700 trillion consumer signals.

Using AI across the platform, MiQ Sigma connects the entire programmatic ecosystem in one place, including data, technology, and campaign workflows, the company says.

If it works as promised, MiQ Sigma could bring programmatic buys more efficiently to publishers. 

MiQ Sigma enables traders to reach audiences via multiple DSP and SSP platforms and through different programmatically enabled media, the firm states. 

“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,” says John Goulding, global Chief Strategy Officer at MiQ. “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 multiplatform media buys in a matter of seconds.”

The firm contends that MiQ Sigma has increased the conversion rate and reduced the cost per action in early tests.  

The platform features Sigma Intelligence, a visualization capability that shows the “‘watching, browsing and buying’ behaviors of over 1.7 billion global audience profiles, MiQ says. 

Also provided are an interactive trading agent and custom audience profiles.

Clive Record, global president, partnerships and solutions for Dentsu, reports that "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.”