From Fragmented Tools to a Unified AI Advertising Platform
MiQ’s Sigma is an AI advertising platform that unifies campaign planning software, marketing measurement tools and programmatic advertising activation into a single environment so marketers can interpret signals, make decisions and optimise media investment across the full consumer journey without switching between disconnected systems. Since its launch, Sigma has powered more than 40,000 campaigns for over 2,300 advertisers, and MiQ reports that campaigns run through Sigma deliver a return of $2.22 for every $1 spent compared with standard programmatic setups. This performance is tied to Sigma’s ability to turn fragmented browsing, viewing and purchase signals into clear directions for budget allocation, audience targeting and creative optimisation. Instead of treating planning, measurement and activation as separate tasks, Sigma aims to give enterprise marketers one connected workflow that starts with audience insights and ends with measurable business outcomes.
New Planning Capabilities: Browsing Intelligence and Planning Agent
Sigma’s newest planning features are designed to reduce manual research and spreadsheet-heavy workflows. Browsing Intelligence focuses on the mid-funnel, where consumers compare brands and products across devices and channels. It pulls together omnichannel behavioural, contextual, attention and AI trend data so marketers can find and size audiences, build personas and identify the online environments that influence brand choice. This shifts planning from static demographic segments to live behavioural signals. MiQ is also rolling out Sigma’s Planning Agent, first launched in the United States and set to expand into additional markets. The Planning Agent automates many steps that planners usually perform by hand: ingesting data from Sigma’s large data spine, proposing media mixes and forecasting reach or conversions. Together, these capabilities reposition Sigma not only as execution technology but as campaign planning software for strategy teams.
Measurement That Connects Channels and Business Outcomes
To close the loop between planning and results, MiQ has introduced Sigma Total Measurement. Instead of reporting on isolated channel metrics, this module is designed to show how video, social, commerce and other environments work together across the consumer journey. Marketers can see where investment compounds over time, which combinations of channels drive incremental reach or conversions, and where to shift spend to improve long-term sales rather than chase short-term media KPIs. According to MiQ, “Sigma users can now see how channels work together, identify where investment is compounding, and reinvest with greater confidence.” Because measurement is embedded in the same AI advertising platform that powers activation, optimisation rules can flow directly from the insights, reducing the lag between learning and action and replacing fragmented dashboards with unified marketing measurement tools.
Data Spine and Partnerships Powering Programmatic Advertising Decisions
Underpinning these updates is Sigma’s expanded data spine, now containing more than 600 feeds and 2.5 petabytes of information from providers such as Circana, TitanOS and Evertune, alongside AI architecture integrations with Databricks. MiQ also maintains strategic partnerships with companies including OzTAM, Lifesight, Samba, Creatalytics and Google to give advertisers a more complete view of consumer behaviour. Brian Stempeck of Evertune notes that when AI search visibility data is combined in real time with what people are watching and buying, and then connected directly to planning and activation, it “stops being a research exercise and starts driving real decisions.” These data assets feed Sigma’s algorithms, which then activate campaigns across 16 open web and walled garden environments, including Google and YouTube, while traders report making twice as many optimisations as before through the platform.
Strategic Impact for Enterprise Marketers
For enterprise advertisers, the main appeal of Sigma’s latest evolution is consolidation. Teams that previously relied on separate campaign planning software, point marketing measurement tools and isolated programmatic advertising platforms can now coordinate those functions in one place. This matters in a world where consumers can rack up more than 2,500 digital interactions a day across video, social, commerce and emerging AI chat platforms. John Goulding, MiQ’s global chief strategy officer, argues that “the gap between those who can and cannot turn signals into real-time decisions is widening fast,” and Sigma was built to narrow that divide. By putting data, decisioning and activation into one AI advertising platform, MiQ aims to give marketers unified visibility across the campaign lifecycle, faster planning cycles, and the confidence to reinvest budget based on connected, near real-time results.
