The evolution of programmatic has been nothing short of astounding.
The growth of data, platforms, inventory and media choice has been unprecedented. This has resulted in the single biggest problem facing advertisers today: fragmentation. Programmatic simply wasn't designed for what it’s become. The ecosystem is now far too complex, doesn't always work for buyers and our clients are in desperate need of improved visibility, control, speed, and performance.
At the same time, we are all becoming more comfortable using artificial intelligence, and the world is on the cusp of an AI revolution. This could be another huge problem for advertisers. Or… AI could become the solution to unlocking the full potential of programmatic.
We believe it’s the latter, and we set out on a multi-year mission to make that a reality.
A tech legacy 15 years in the making
From the day we founded MiQ in 2010, we set out to make the programmatic industry better. We knew that to deliver the best outcomes for our clients, we needed to adopt an unbiased and agnostic approach across the advertising ecosystem.
While much has changed in that time, we still believe whole-heartedly in our approach. Our values of agility, passion, determination, courage and unity still hold strong. The result of those values is that we’re always excited by change.
That’s why we started to incorporate machine learning, deep learning and generative AI into our technology more than a decade ago. Over the years, our teams have built three different platforms. Trading Lab enabled an efficient, multi-DSP approach. Intelligence Hub connected agnostic access across the industry. And Identity Spine realized the value of first-party data.
But an evolving world requires evolving technology. To drive our next chapter, we did two things that were really very challenging. First, we connected together our technology, and hundreds of data sources. Then, we built an AI layer allowing our traders to make custom, unbiased decisions that deliver faster, smarter and more effective outcomes.
Introducing MiQ Sigma
We’re proud to bring together all of our experience, expertise and passion in launching our new AI-powered advertising technology: MiQ Sigma.
Sigma is a mathematical term meaning ‘the sum of all parts’, and it’s a natural inspiration for the name. MiQ Sigma really is the result of unwavering ambition, years of learnings, and constant innovation.
It unifies our existing platforms, along with all the best parts of the advertising and AI ecosystems. By connecting and leveraging over 700 trillion data signals, MiQ Sigma helps our traders to reveal valuable answers to questions like: ‘Who is watching Stranger Things, browsing travel blogs and shopping on Amazon?’ No other platform offers so much intelligence or customization under one roof.
But the AI powering Sigma doesn’t just surface insights: it’s trained to put them into action and deliver specific brand outcomes. Features like the Trading Agent (which acts like ChatGPT) make campaign set-ups quicker, optimization across DSPs faster, and decisions even smarter. All of this puts immense power into the hands of our traders, enabling them to deliver value where it makes the most difference.
A personal thank you
From the sheer level of financial investment we’ve made, to the amount of people who have worked on Sigma at any one time, we’ve never had this scale of strategic focus across the business. Without a shadow of a doubt, this is the single biggest thing we’ve ever done.
It shows how serious we are about supporting our people, exceeding our clients’ expectations and changing the idea of what’s possible.
We’re both so proud of what our people have accomplished, and so inspired by the collective determination to make the industry better.
To everyone who has made this technology possible, we want to say a heartfelt thank you. To our clients of today and tomorrow, we’re pleased to offer you the unsurpassed results Sigma delivers. And to the wider industry, stay tuned.
Lee Puri and Gurman Hundal
Co-founders, MiQ
