Chris Freel.
MiQ, a programmatic technology company, has expanded its Sigma platform with new AI-powered planning and measurement capabilities.
Sigma, which operates across more than 40,000 campaigns for more than 2,300 advertisers despite launching only a year ago, has been updated to include two new capabilities in Australia: Browsing Intelligence and Sigma Total Measurement.
Browsing Intelligence is designed to help marketers understand and reach consumers during the consideration phase, drawing on behavioural, contextual and attention data to improve mid-funnel targeting.
Sigma Total Measurement was created to assist marketers with tracking the full consumer journey, showing how channels work together and where investment is compounding, to support longer-term campaign decisions.
MiQ said Sigma campaigns returned $2.22 in value for every $1 spent compared to standard programmatic campaign setup, with value measured as incremental reach, increased conversions and improved cost per acquisition in A/B testing.
In Australia, established data partnerships include OzTAM, Lifesight, Samba, Creatalytics and Google.
The scale of the data operation is what makes the platform viable, according to Chris Freel, chief revenue officer at MiQ.
“This democratisation of data is really from our perspective what we are at the forefront of,” said Freel.
"It's really fucking hard and expensive to actually do that and do that well, not just the money that you pay for those data partnerships - and we pay millions of dollars locally for those data partnerships that we've got - but also the resource that you have to put behind that in order to make sense of it and harmonise it and democratise that data.”
Freel said MiQ's global footprint reflected the scale of that investment.
"We launched in Japan a few months ago, Latam a year or two ago, France, a couple of years ago, and so we've got a really good global footprint everywhere, but Africa and the Arctic and the Antarctic," said Freel.
Madison Wappet, commercial strategy and partnerships at MiQ, said the platform was designed to make sense of a fragmented programmatic ecosystem.
"The best way to think about it is it's almost like a flight deck that transcends platforms and data partners within this messy programmatic ecosystem," said Wappet.
"So, we've built something where all of our clients, be it agencies or advertisers, or marketers themselves can go in here and they can make sense of the programmatic ecosystem, they can make sense of what's happening in their category and they can better understand how they can connect to consumers and drive outcomes for their businesses."
John Goulding, global chief strategy officer at MiQ, said the core challenge for marketers had shifted as consumer behaviour fragmented across platforms.
"As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted," said Goulding.
"The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap."
To support the expanded platform, MiQ has grown Sigma's data spine to more than 600 feeds and 2.5 petabytes of information from providers including Circana, TitanOS and Evertune, alongside expanded AI architecture integrations with Databricks.
Vishal Shah, head of products and analytics at MiQ, said the AI had been trained on years of accumulated trading data.
"We've had the AI pointed to 15 years of data that we have based on our trading experience and all of our partners," said Shah.
The update is available immediately in Australia and 18 countries globally, with additional rollouts continuing through the remainder of 2026.
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