Mumbai: MiQ has expanded Sigma, its AI-powered advertising technology platform, with new planning, measurement and activation capabilities across global markets, including India.
The company has said that Sigma has powered more than 40,000 campaigns for over 2,300 advertisers since its global launch in June 2025. According to MiQ, testing has shown that Sigma campaigns have delivered $2.22 in value for every $1 spent compared to standard programmatic campaign setups. The reported value has come through incremental reach, increased conversions and improved cost per acquisition measured through A/B testing.
As part of the latest update, MiQ has introduced new capabilities in India, including Watching Intelligence, Browsing Intelligence and Sigma Total Measurement.
Watching Intelligence has been designed to help marketers access television and video viewing insights across linear TV, streaming platforms, YouTube and social video environments. Browsing Intelligence has enabled marketers to analyse consumer behaviour during the consideration phase using behavioural, contextual, attention and AI-related insights. Sigma Total Measurement has been developed to help marketers assess channel performance across the consumer journey and identify areas where media investments contribute to long-term sales growth.
MiQ has also expanded Sigma’s data infrastructure to more than 600 data feeds and 2.5 petabytes of information through partnerships with providers including Circana, TitanOS and Evertune. The company has further expanded its AI architecture integrations with Databricks.
According to MiQ, Sigma has combined data from its partner ecosystem and 16 years of trading data to support campaign activation across 16 open web and walled garden media environments, including Google and YouTube.
The company has stated that the latest Sigma updates are available immediately in India, the US, Canada, the UK, Australia and select international markets. MiQ has also announced that Sigma’s Planning Agent has launched in the US and is expected to be introduced in India at a later stage.
John Goulding, Global Chief Strategy Officer at MiQ, said, “As consumers move across video, social, commerce and emerging AI chat platforms, the challenge for marketers has shifted. The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap.”
Varun Mohan, Chief Commercial Officer India, MiQ, said, “India represents one of the most dynamic and complex digital advertising markets in the world. Consumers are navigating an extraordinary range of platforms, languages, and purchase journeys and the need for a system that can make sense of fragmented signals in real time has never been greater. Sigma is exactly that system.”
John Goulding, Global Chief Strategy Officer at MiQ, further said, “Something powerful happened when we brought data and decisioning together in a single AI-powered system. With Sigma, our traders have been making twice as many optimizations as before and that speed has directly improved campaign performance. Gains like that usually come from better technology or having more time. Sigma delivers both.”
Varun Mohan, Chief Commercial Officer India, MiQ, added, “Our goal in India is to simplify the increasingly complex and fragmented media environment, and drive connected, accountable outcomes across screens. We’re looking forward to giving Indian marketers access to the same AI-powered capabilities that have already delivered proven results for over 2,300 advertisers globally.”
