MiQ Builds on Sigma's Global Momentum with Expanded Data, New AI Capabilities and Greater Reach

INDIA, BENGALURU — June 11, 2026 — MiQ, the global programmatic services and technology partner, today announced a major expansion of Sigma, its AI-powered advertising technology designed to turn fragmented signals into clear decisions and measurable outcomes. The latest evolution of Sigma expands its global footprint, introduces new AI-powered planning and measurement capabilities and deepens activation across the world’s most important media environments.

"As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted," said John Goulding, Global Chief Strategy Officer at MiQ. "The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap.”

Since Sigma’s launch one year ago, the technology has powered over 40,000 campaigns for more than 2,300 advertisers. Testing shows that Sigma campaigns have returned $2.22 in value for every $1 spent when compared to standard programmatic campaign setups. That value comes in the form of incremental reach, increased conversions, and improved cost per acquisition in rigorous A/B testing.

Built at MiQ's Bengaluru Centre of Excellence, Sigma showcases India's growing role in shaping the future of global advertising technology. Combining deep expertise in engineering, data science and AI, teams at the CoE played a central role in building the platform to solve the industry's fragmentation challenge and enable faster, smarter and more connected decision-making. Developed in collaboration with global product teams, local markets and customers, Sigma's capabilities are now powering marketers across the world.

“Behind every Sigma capability is a global team of engineers, data scientists and product leaders working together to turn complexity into competitive advantage for our clients. The Bengaluru Centre of Excellence has been instrumental in building and scaling the AI, data and activation capabilities that power Sigma today. We are incredibly proud to contribute to a platform that is redefining how marketers plan, activate and measure media in an increasingly fragmented world,” said Ramya Parashar, Chief Operating Officer at MiQ.

The success of Sigma is due to its ability to address today’s increasingly fragmented landscape, where consumers are bouncing between watching, browsing and buying in over 2,500 daily digital interactions. Marketers need systems that can continuously interpret signals, identify patterns and make decisions in real time.

To continue addressing those needs, MiQ announced two new major capabilities:

• Sigma Planning Agent: Helps marketers turn a single conversational prompt into a media plan in minutes, with audience, channel, and tactical recommendations ready to be actioned. Planners can now spend less time stitching together inputs and more time shaping ready-to-launch strategy. The Planning agent joins the Trading Agent launched last year to give marketers end-to-end activation capabilities.
• Sigma Total Measurement: Helps marketers optimize the full consumer journey to drive long-term sales growth, not just short-term media KPIs. Sigma users can now see how channels work together, identify where investment is compounding, and reinvest with greater confidence.

To give marketers the most complete view of the consumer, MiQ has increased the size of Sigma’s data spine to over 600 feeds and 2.5 petabytes of information from providers like Circana, TitanOS, Evertune, and expanded AI architecture integrations with Databricks.

"Our commitment to AI and data has given our world-class engineering team the foundation to build something that genuinely addresses what marketers are up against – turning fragmentation and complexity into compounding, measurable value for our clients," said Krishnakumar Govindarajan, Chief Technology Officer at MiQ.

These decisions are powered by MiQ’s partnerships and 16 years of trading data. Sigma then turns those 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,” continued Goulding. “With Sigma, our traders have been making twice as many optimizations 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.”

Sigma is live in all of MiQ’s operating regions around the world. The majority of today's updates are available immediately in 18 countries globally, with additional rollouts continuing through the remainder of 2026. Sigma’s Planning Agent, launched formally today in the U.S., is expected to arrive in select international markets soon.

For more information or to request a demo, visit wearemiq.com/sigma.

About MiQ

Join the Innovation and explore career opportunities at MiQ's Bengaluru Center of Excellence!

MiQ is a global programmatic services and technology partner that works with advertisers and agencies to enhance their campaign performance. Founded in 2010 in London, UK, MiQ operates in more than 33 offices worldwide. Our Center of Excellence in Bengaluru makes this possible. Bringing together over 300 expert analysts and award-winning data scientists, the team takes innovation to a whole new level. It’s thanks to this incredible expertise and diverse thinking that we’re able to push boundaries, and create industry-leading technology.

This has led us to MiQ Sigma, our AI-powered advertising technology. It’s been built on deep knowledge of AI and data, and with plenty of critical thinking.As a result, MiQ Sigma connects the ecosystem together, revealing what audiences everywhere are watching, browsing and buying. It also helps our traders make custom, unbiased decisions that deliver faster, smarter and more effective results. Because we constantly use tech to go beyond our clients’ expectations, a career at our Center of Excellence is far from average.

MiQ Sigma is more than just a platform - it's a blueprint for the future of AI-led marketing, talent, and data coming together to shape the next decade of advertising. And it starts right here in India!

To learn more about the future of advertising - from the heart of India - join the Innovation and explore career opportunities at MiQ's Bengaluru Center of Excellence! Please visit the career page and become part of the future of programmatic advertising!

Media Contact

Isha Kothari
MiQ Digital India Pvt Ltd
isha.kothari@miqdigital.com

Swati Verma
Burson India
swati.verma@genesis-bcw.com