MiQ launches AI-driven Sigma platform to tackle ad tech fragmentation

In a bid to solve one of the digital advertising industry’s most persistent issues—ecosystem fragmentation—programmatic media company MiQ has launched an AI-powered ad platform named Sigma. The rollout represents MiQ’s most comprehensive effort yet to integrate disparate data sources and media buying tools under one cohesive system.

Designed to unify what MiQ describes as the “most connected data set in the world,” Sigma draws from more than 300 unique data feeds and processes over 700 trillion consumer signals. These span behaviors such as what users are watching on TV, browsing online, and purchasing in-store. The platform’s stated goal is to enable more streamlined, informed, and rapid decision-making for advertisers navigating a fragmented programmatic landscape.

Sigma incorporates three core components: Sigma Intelligence for data visualization, a conversational Trading Agent built on leading large language models including Claude, Gemini, and ChatGPT, and Generative AI Personas that turn insights into targetable audiences using natural language prompts. These tools aim to consolidate the ad buying process across multiple demand- and supply-side platforms (DSPs and SSPs), all while offering faster execution and deeper audience insight.

The system allows marketers to prompt the AI agent with natural language commands to manage campaigns, interpret data, and deploy multi-platform strategies—all without switching between multiple tools. According to MiQ, early testing has shown Sigma can boost conversion rates by up to 132% and cut cost-per-action by 57%.

Industry professionals point to the increasing complexity of ad buying as a catalyst for tools like Sigma. “It’s not a one-platform game anymore,” said Tom Richards, SVP of Global Product at MiQ, emphasizing the shift from funnel-based marketing to an ecosystem where consumers’ “watching, browsing, and buying” behaviors must be evaluated in real time.

James Banks, head of digital for Dentsu’s Amplifi Global, noted the growing challenge brands face in managing scattered data flows. While Dentsu is not currently using Sigma, Banks acknowledged the platform’s potential to improve client campaign performance in what he dubbed the “algorithmic era of media.”

MiQ’s platform also emphasizes agnostic access, integrating with third-party platforms such as The Trade Desk, Google DV360, Amazon Web Services, and others. This integration is intended to help advertisers make smarter buys regardless of where their audiences reside. Matt Fogarty of The Trade Desk confirmed ongoing collaboration with MiQ in developing the platform, citing shared goals of improving performance and control in a multi-channel environment.

The platform is currently available in key markets including the U.S., Canada, the UK, and Australia, with further international expansion planned for later in 2025.