MiQ Sigma ends ad-tech fragmentation with unified AI-powered platform

MiQ Sigma, designed to improve campaign planning, audience targeting, and ad activation, uses advanced AI to unify complex data streams, enabling smarter, agile marketing strategies tailored for India’s diverse, rapidly evolving, and highly fragmented digital landscape

Global programmatic media partner MiQ has introduced MiQ Sigma, a next-generation AI-driven advertising platform designed to transform how brands navigate India’s fragmented digital media ecosystem. Leveraging MiQ’s latest machine learning advancements, the platform is powered by one of the most connected data sets globally—integrating over 300 data streams and analyzing more than 700 trillion consumer signals from TV viewership, online behaviour, and in-store purchases.

Tailored to enhance campaign planning, audience targeting, and digital ad activation, MiQ Sigma is built to meet the demands of India’s diverse and fast-evolving digital landscape. Its AI core unifies complex data inputs to deliver smarter, more agile marketing strategies—essential in a market defined by scale, platform fragmentation, and regional complexity.

Positioned as the only solution offering a truly connected programmatic ecosystem, MiQ Sigma enables advertisers to seamlessly link demand-side platforms (DSPs), supply-side platforms (SSPs), and media channels in one place. This unified approach allows for optimized reach, faster performance insights, and more impactful outcomes. Especially in India’s mobile-first environment, the platform empowers brands to better adapt to regional nuances, accelerate results, and unlock new market opportunities—setting a new benchmark for speed, efficiency, and precision in digital advertising.

“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,” said Lee Puri, Co-founder of MiQ.

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 optimize for the best possible ROI across the country through cutting edge technology and intelligence, accessible through a singular powerful platform.”

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 visualization 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.