Global programmatic media partner MiQ has launched MiQ Sigma, a transformative AI-powered advertising platform, backed by its latest machine-learning technology trained on the world’s most connected data set.
Built from the ground up with programmatic excellence at its core, MiQ Sigma unites over 300 diverse data feeds, spanning 700 trillion consumer signals across what consumers are watching on TV, browsing on the web, and buying in stores. MiQ Sigma’s sophisticated AI unifies these vast data inputs to improve planning, audience development, and activation of digital advertising tools across India’s complex digital media landscape- where the scale, diversity, and platform fragmentation demand agile, AI-first solutions.
Built from the ground up to tackle fragmentation and accelerate performance, MiQ Sigma allows Indian advertisers to connect the dots across multiple DSPs, SSPs, and programmatic media environments, resulting in smarter reach and stronger outcomes. It is now the only advertising tool that connects the entire programmatic ecosystem in one place.
This powerful performance, delivered rapidly to clients in the dynamic Indian market, will help companies boost results and identify new opportunities in the country’s mobile-first ecosystem, where regional nuances are key to campaign success. Its unified platform fundamentally shifts how brands and advertisers can connect with consumers, providing a level of speed and client confidence that is unrivaled in today’s fragmented digital landscape.
MiQ Sigma’s debut in India comes at a time of exponential digital growth, with over 900 million internet users, 50mn+ CTV Households, 20+ OTT platforms, booming commerce, and a rising appetite for data-driven media. Early trials of MiQ Sigma globally have seen performance leaps of over 132% increase in conversion rate and 57% lower cost per action – which can bring about a powerful shift in India’s media buying landscape. This is accomplished through a number of key features and functionality built into the technology:
- Sigma Intelligence. Powerful visualisation featuring hundreds of diverse data feeds, spanning ‘watching, browsing and buying’ behaviors of over 1.7 billion global audience profiles, all connected together to provide marketers unmatched reach and insights.
- Trading Agent. Campaign management and optimization features are supported by an interactive trading agent, trained on 15 years of MiQ trading data and underpinned by the three leading LLMs (Claude, Gemini, and ChatGPT). Through simple, natural language commands, the agent enables traders to make quicker multi-DSP decisions and take immediate action, automating what used to be manual analysis and improving performance.
- Gen AI Personas. Custom audience profiles, built by generative-AI and accessed through natural language prompts, bring audience planning to life in seconds. These personas can then form the basis of campaign development, turning insights into actions in minutes.
MiQ Sigma’s ecosystem is fueled by integrations globally with industry leaders including The Trade Desk, Google DV360, Amazon Web Services, Samba, Experian, Databricks, Numerator, Celtra, and Circana – creating an unmatched foundation for programmatic excellence.
“In India’s dynamic and evolving media ecosystem, both speed and localisation are key components to high-performing campaigns. We are thrilled to introduce MiQ Sigma to the market, allowing brands to unlock the potential of their operations, making campaigns & insights faster, smarter, and more connected- it is what will power MiQ to drive market leading outcomes, and give our teams and clients a serious edge in a rapidly changing market,” Lee Puri, Co-founder of MiQ, said.
Varun Mohan, Chief Commercial Officer, India at MiQ added, “MiQ Sigma marks a monumental step forward for Indian advertisers looking to unify strategy, speed, and performance across the programmatic ecosystem. It puts the power of cutting-edge AI directly in the hands of our clients and partners-whether they are trying to decode the OTT boom, retail media surge, or multilingual audiences. With MiQ Sigma, they are no longer forced to choose between performance and reach. They can optimise for the best possible ROI across the country through cutting edge technology and intelligence, accessible through a singular powerful platform.”
