MiQ has expanded Sigma, its AI-powered advertising technology, with new data, planning, measurement and activation tools for marketers in Australia and New Zealand.
The programmatic services and technology partner said the latest update is designed to help advertisers make clearer decisions across fragmented media environments, including video, social, commerce and AI search.
Since launching one year ago, Sigma has powered more than 40,000 campaigns for over 2,300 advertisers globally. MiQ said testing showed Sigma campaigns returned $2.22 in value for every $1 spent when compared with standard programmatic campaign setups.
New Sigma capabilities in Australia
MiQ has introduced two major Sigma capabilities locally: Browsing Intelligence and Sigma Total Measurement.
Browsing Intelligence is designed to help marketers understand and reach consumers during the consideration phase. It uses omnichannel behavioural, contextual, attention and AI trend insights to support mid-funnel planning and optimisation.
Sigma Total Measurement aims to help marketers assess the full consumer journey, rather than focusing only on short-term media KPIs. MiQ said the tool helps users see how channels work together, identify where investment is compounding and reinvest with more confidence.
Fiona Roberts, Managing Director, ANZ, MiQ, said fragmentation remained a key challenge for local marketers.
“Fragmentation isn’t getting easier for marketers, and that’s exactly why the continued expansion of Sigma capabilities is important for the Australian and New Zealand markets,” Roberts said.
“MiQ, along with our clients, have seen firsthand what happens when data, decisioning and activation come together in one system, and these new capabilities take that another step further.
“By placing these tools in the hands of our clients, they’re able to now plan faster, measure more completely, and reinvest with confidence across the full consumer journey.”
MiQ grows Sigma data spine
MiQ said Sigma’s data spine has been expanded to more than 600 feeds and 2.5 petabytes of information.
The company said those feeds include data from global providers such as Circana, TitanOS and Evertune, along with expanded AI architecture integrations with Databricks.
In Australia, MiQ’s strategic partnerships include OzTAM, Lifesight, Samba, Creatalytics and Google.
John Goulding, Global Chief Strategy Officer at MiQ, said marketers are under pressure to make faster decisions as consumers move across a growing number of channels.
“As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted,” Goulding said.
“The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap.”
Activation across major media environments
MiQ said Sigma uses its partnerships and 16 years of trading data to turn insights into action across 16 open web and walled garden media environments, including Google and YouTube.
“Something powerful happened when we brought data and decisioning together in a single AI-powered system,” Goulding said.
“With Sigma, our traders have been making twice as many optimisations 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.”
Brian Stempeck, CEO and co-founder of AI brand optimisation platform Evertune, said AI search visibility data becomes more useful when it is connected to planning and activation.
“AI search visibility data is only as valuable as what you do with it,” Stempeck said.
“When that signal is combined in real time with what consumers are watching and buying, and then connected directly to planning and activation, it stops being a research exercise and starts driving real decisions. That’s exactly what the Sigma integration makes possible.”
Sigma is now live across all MiQ operating regions. The latest updates are available immediately in Australia and 18 countries globally, with further rollouts planned through the rest of 2026.
MiQ has also launched Sigma’s Planning Agent in the US, with the tool expected to arrive in the Australian market soon.
Top image: Fiona Roberts