• by Joe Mandese  @mp_joemandese, Yesterday

Dentsu this morning announced a deal with programmatic ad-technology firm MiQ that it claims makes it the first holding company to integrate its AI-powered Sigma platform "at the strategic center" of its media practice.

The platform, which interoperates with the Big 3 generative AI interfaces -- ChatGPT, Claude and Gemini -- processes 300-plus data feeds spanning 700 trillion consumer digital signals across programmatic trading marketplaces to identify the optimum inventory for a client's campaign objectives.

“Algorithms now shape how billions of people discover content, products, and brands – becoming the new gatekeepers of attention and influence more than ever before,” Dentsu Global President of Partnerships and Solutions Clive Record said in a statement announcing the deal. “The Algorithmic Era signifies a fundamental change in the consumer journey, moving away from the traditional funnel towards individualized, non-linear paths. This shift requires a new set of next gen tools for brands to effectively navigate the evolving landscape."

The companies did not indicate whether the deal is exclusive -- and if so, to what extent -- but MiQ already works with other major agency holding companies including Havas, Publicis and WPP.