MiQ Partners to Integrate OzTAM Data

Australia's 'Total TV currency' provider OzTAM has announced a data partnership with MiQ, whose cross-platform planning tool TVi will now incorporate data from VOZ.

OzTAM measures broadcast free-to-air (FTA) viewing on TV sets (TAM) in the country's five mainland metropolitan markets and BVOD viewing nationally (VPM).

MiQ's offer combines buying platforms, ad inventory and audience intelligence. Headquartered in London, the firm now employs around 300 data scientists, engineers, analysts and traders, and operates globally from 21 offices across North America, Europe, APAC and Latin America. The company is rolling out 'Sigma', a platform it claims is 'the world's first AI technology designed to unify the programmatic advertising ecosystem,' and which pulls in data from more than 300 feeds, processing a claimed 700 trillion consumer signals across TV viewing, online and in-store activity.

The partnership brings OzTAM's VOZ currency data for both linear TV and BVOD directly into TVi, within Sigma, boosting its ability to forecast audience behaviour, optimize budget allocation, and help marketers plan in line with existing media buying standards.

Fiona Roberts, MD for ANZ at MiQ, comments, 'When we were looking to launch Sigma into Australia, it was a must to pursue a partnership with OzTAM, given that VOZ Total TV data is the gold standard, industry trading currency.' OzTAM CEO Karen Halligan states: 'VOZ Total TV data is the trading currency for our industry, so ensuring it's widely accessible across Australian tools and platforms is simply good practice. This local integration with MiQ's global Sigma tool is another step towards ensuring agencies and advertisers can work as efficiently as possible, with consistent, independent audience data.'

MiQ says it expects data from VOZ, which officially became the trading currency for the Australian TV industry in December 2024, to be fully accessible within Sigma for client use by Q4 2025.

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