MiQ Strengthens Sigma Platform

MiQ has added new AI-powered browsing and measurement capabilities to its Sigma platform, and expanded its global footprint.

MiQ has 33 offices across North America, Europe, APAC and Latin America, with headquarters in the UK and US, and offers buying platforms, ad inventory and audience intelligence. Its Sigma operating system, launched last year, integrates multiple data sources and signals to deliver a comprehensive view of what global audiences are watching, browsing and buying.

The platform has added two new major capabilities for the UK. Sigma Total Measurement helps marketers optimise the full consumer journey to drive long-term sales growth, not just short-term media KPIs, showing users how channels work together; Browsing Intelligence focuses on the online consumer's consideration phase, tapping insights on omnichannel behavioural, contextual, attention and AI trends to optimise reach in the 'mid-funnel moments' driving choice.

Sigma also has an expanded data 'spine', with over 600 feeds and 2.5 petabytes of information from providers like Circana, Titan OS and Evertune; as well as expanded AI architecture integrations with Databricks.

'As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted,' says Global Chief Strategy Officer John Goulding. 'The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to bridge that gap.' Alfie Atkinson, MiQ's UK CEO and Executive Chairman Canada says the new Sigma will help to shift conversations about AI's impact on ad tech from potential to proof.

More details are online at www.wearemiq.com/sigma .