In a digital landscape defined by fragmentation and increasing complexity, MiQ Sigma stands out as the platform purpose-built to solve efficiency challenges across every stage of programmatic media buying, ultimately allowing brands, agencies and marketers to drive greater intelligence, speed, and impact to every campaign.

MiQ Sigma stands apart as the industry’s most connected, customisable, and advanced AI-powered programmatic technology. By unifying vast amounts of data, MiQ Sigma leverages 700 trillion consumer signals from more than 300 diverse data feeds, highlighting exactly what consumers are watching, buying and browsing.

With the help of sophisticated AI used across the platform, MiQ redefines what’s possible in programmatic advertising. Complex tasks that once demanded hours of manual work are now reduced to seconds, delivering seamless connectivity, endless customisation, and fearless decision making.
 

Battling fragmentation with MiQ Sigma

Programmatic was supposed to simplify digital advertising, but today, there is more complexity than ever. There are vast amounts of data, but it is meaningless unless it can be joined together and used to drive advertising decisions. This is where Sigma comes in:

“In order to overcome today’s biggest fragmentation challenges, we knew we needed to create a solution that was fit for where the industry has been going and is poised to go from here. That’s MiQ Sigma”, said Gurman Hundal, Global CEO and co-founder of MiQ.

MiQ Sigma is designed to tackle the biggest issues in programmatic: data fragmentation, inefficiency, and disconnection between systems. Sigma brings harmony to a fractured ecosystem by connecting data, platforms, and technologies into a single, unified environment.

At the heart of Sigma is an ecosystem fuelled by integrations with leading partners including The Trade Desk, Google DV360, Amazon Web Services, Samba, Experian, Databricks, Numerator, Celtra, and Circana. Together, these integrations create an unmatched foundation for programmatic excellence, ensuring data and campaign actions flow seamlessly across every DPS and channel.  This end-to-end harmonisation of data and integrations removes bottlenecks, empowering marketers and traders to centrally activate, optimise, and measure campaigns with greater efficiency.
 

Unmatched data connectivity

Having championed an agnostic and unbiased approach to programmatic advertising since inception, MiQ Sigma is now the only advertising tool that connects the entire programmatic ecosystem in one place. Sigma’s unmatched data connectivity is built on one of the largest and most diverse ecosystems in the industry, unifying over 700 trillion consumer signals sourced from more than 300 real-time data feeds spanning TV, retail, digital, CTV, and social platforms.

Commenting on the MiQ House event, where MiQ welcomed more than 100 guests from client and agency groups to showcase MiQ Sigma, iProspect National Managing Director, Marcelle Hoyek, said: “We saw some incredible technology at MiQ House. The breadth of capability it provides for our clients is way beyond what we expected. It's super impressive for our clients and our business moving forward.”

This unmatched data connectivity allows marketers and traders to identify, target, and activate audiences with unparalleled speed and precision, creating the foundation for more efficient, smarter and impactful programmatic campaigns.

Not only does Sigma’s data connectivity drive immediate campaign success, it also equips marketers and agencies with the ability to confidently adapt to shifting consumer behaviours, emerging platforms, and evolving industry standards. Ultimately, Sigma ensures users remain at the forefront of innovation and growth in an increasingly dynamic digital landscape.
 

MiQ is redefining efficiency in programmatic advertising

While Sigma has only been in the hands of MiQ’s clients and traders for a few months, results from initial tests have shown that Sigma drives superior performance across all channels, for both trading teams and clients alike.
 

Sigma’s impact on efficiency

• 66 per cent more value delivered versus standard programmatic setups (lower CPA, greater reach, higher incrementality).
• Achieved a 132 per cent lift in conversion rates for early adopters, enabling clients to reach more customers efficiently.
• Realised a 57 per cent drop CPA in launch campaigns, significantly improving ROI.
• Campaign setup times slashed from 6 hours just 30 seconds.
• Outperformed market averages with up to 88 per cent greater unique household reach, boosting campaign penetration.
• Drove 22 per cent more conversions for every dollar spent, maximising media investment.
• Delivered 40 per cent more premium inventory versus market benchmarks, ensuring higher-quality ad placements.
• Improved click-through rates by 27 per cent in early test campaigns over standard benchmarks.
• Reduced manual campaign analysis time by up to 6 hours per campaign
• Enabled instant diagnosis, optimisation recommendations, and cross-platform changes

Sigma’s impact on efficiency is apparent, benefiting both clients and traders. Clients benefit from significantly increased conversion rates, lower acquisition costs and stronger overall campaign outcomes. Traders gain from the ability to activate, optimise and analyse campaigns in a fraction of the time it would originally take. These results underscore Sigma’s role in redefining operational speed and ensuring every media dollar spent returns value.
 

Remaining focused on data partnerships

A key strength of MiQs offering has always been its strong data partnerships. Within Sigma, this advantage is evident through its extensive access to diverse audience segments. The efficiencies delivered by Sigma have significantly reduced the time required to create customised target segments. MiQ can now not only identify these audiences directly within the platform but also seamlessly push them through to the trading team for activation – all within Sigma, without the need for any external systems or manual communication.

Slingshot CEO, Simon Rutherford, stated: “MiQ has been in AI for 15 years and their experience is showing through in terms of how they've utilised the range of data that's available to them. I'm excited about the range of different options and the ability to create a bespoke Sigma platform tailored to how partners and their clients need to view it."

MiQ’s approach to Sigma’s reflects their long-term investment in data partnerships. Underpinned by 15 years of experience in AI-driven media, Sigma ensures that clients and partners benefit not only from the breadth of available audience insights, but also from continuous innovation within the ever-evolving programmatic ecosystem.
 

About MiQ

We’re not your average programmatic media partner. Since 2010, we’ve been on a journey to make advertising better, and help brands and agencies achieve their best outcomes. That’s why we created MiQ Sigma, our AI-powered advertising technology that connects the ecosystem together, revealing what audiences everywhere are watching, browsing and buying. Enabled by these insights, our traders make custom, unbiased decisions that deliver faster, smarter and more effective results. With MiQ, programmatic always goes beyond expectations.

Headquartered in London, MiQ operates globally from 21 offices across North America, Europe, APAC, and Latin America. The company has been recognised as one of Insider's Hottest AdTech Companies, earned Ad Age's Best Places to Work Award, made the Inc. Power Partners list, and has been named within AdExchanger's Programmatic Power Players every year since its inception in 2020.