Fiona Roberts.
Global programmatic media partner MiQ has announced a data partnership with Lifesight to integrate location-based people and movement data into MiQ's Sigma platform.
The partnership, annoucned in Melbourne today, enables MiQ to use Lifesight's location intelligence and measurement solutions for cross-channel planning, audience targeting and measurement.
MiQ's Sigma technology unites more than 300 diverse data feeds, spanning 700 trillion consumer signals across what consumers are watching on TV, browsing on the web and buying in stores.
"Our partnership with Lifesight is a major step in enhancing our Sigma platform across JAPAC - bringing together context, commerce, and audience intelligence under one roof," said Fiona Roberts, managing director ANZ at MiQ.
"With this integration, we're unlocking deeper visibility into both browsing and buying behaviours, enabling more precise and actionable insights for brands."
Sigma uses AI to improve planning, audience development and activation, allowing traders to drive outcomes for brands and agencies. The platform connects the entire programmatic ecosystem in one place.
Vishal Shah, head of product JAPAC at MiQ, said the partnership would unify browsing and buying signals to power commerce analytics and behavioural segmentation.
"We're now able to unify browsing and buying signals to power commerce analytics, behavioural segmentation, and offline attribution across key channels like display, CTV, YouTube, social, and DOOH," he said.
"I am especially excited about the operational control this partnership with Lifesight gives us across the region - enabling proprietary IP development, faster troubleshooting, and addressable audience activation across all major DSPs. It gives MiQ a measurable edge in precision, agility, and campaign intelligence."
Lifesight provides consent-based data and advanced modelling techniques through an AI-powered platform that integrates marketing mix modelling, incrementality testing and causal attribution.
Peter Madani, director of sales and partnerships APAC at Lifesight, said the partnership would connect location data directly into Sigma.
"Our strategic partnership with MiQ connects Lifesight's high-quality, software development kit-sourced location data directly into Sigma—unlocking access to over 300 million monthly consented devices across the region," he said.
"It's a powerful step forward in unifying online and offline behaviours, while also solving for data fragmentation. Together, we're enabling more cohesive planning, precise targeting, and outcome-based measurement across every major channel, including CTV."
The partnership follows MiQ's recent data partnership with OzTAM, which sees OzTAM's VOZ currency data integrated into MiQ's cross platform tool, TVi.
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