MiQ and OzTAM have announced a data partnership that will see OzTAM’s VOZ Total TV currency data integrated into global programmatic media partner’s cross-platform planning tool, TVi.
The announcement coincided with the launch of MiQ’s “Behind the Screens” roadshow in Sydney.
The integration will allow VOZ linear and BVOD audience data to be used within TVi, which sits inside MiQ’s Sigma platform.
Sigma combines more than 300 data feeds and uses AI for planning, audience development and activation.
VOZ became Australia’s official Total TV trading currency in December 2024, combining broadcast TV and BVOD viewing data for national, de-duplicated cross-platform measurement.
“When we were looking to launch Sigma into Australia, it was a must to pursue a partnership with OzTAM, given that VOZ Total TV data is the gold standard, industry trading currency,” MiQ Managing Director ANZ, Fiona Roberts, said.
“Through this partnership, MiQ will be able to provide planning and measurement along with a single platform perspective of viewership across linear, BVOD, streaming and YouTube, for marketers own brands and their competitors, all driving through to activation in multiple DSPs via MiQ’s Sigma platform.”
OzTAM CEO, Karen Halligan, said: “VOZ Total TV data is the trading currency for our industry, so ensuring it’s widely accessible across Australian tools and platforms is simply good practice.
“This local integration with MiQ’s global Sigma tool is another step towards ensuring agencies and advertisers can work as efficiently as possible, with consistent, independent audience data.
“It aligns with our mission of collaborating with industry partners, and follows our recent innovations including a partnership with Netflix, the launch of VOZ Streaming, expanding streaming TV meters in homes, and several big data opportunities.”
VOZ data is expected to be available in Sigma for client use in Q4 2025.
Top image: Fiona Robert and Karen Halligan