MiQ announces data partnership with Lifesight to ingest its data into MiQ Sigma platform

SYDNEY, AUSTRALIA – AUGUST 12, 2025 – Global programmatic media partner MiQ and Lifesight, the industry’s provider of location intelligence and measurement solutions,today announced a new data partnership for MiQ’s new Sigma platform.

The partnership was announced alongside Lifesight as MiQ’s continues its “Behind the Screens” roadshow series in Melbourne. 

MiQ recently launched its Sigma technology, the world’s first AI platform that unifies the programmatic ecosystem, and the new partnership enables MiQ to integrate Lifesight’s location-based people and movement data into Sigma t for cross-channel planning, audience targeting, and measurement.

Sigma unites more than 300 diverse data feeds, spanning 700 trillion consumer signals across what consumers are watching on TV, browsing on the web, and buying in stores. Sophisticated AI is used across the platform to improve planning, audience development, and activation, allowing traders to drive market-leading outcomes for brands and agencies. Having championed an agnostic and unbiased approach to programmatic buying since inception, MiQ Sigma is now the only advertising tool that connects the entire programmatic ecosystem in one place.

Lifesight is the industry’s leader in audience and measurement, helping brands and agencies understand the impact of their digital investments through high quality, consent-based data and advanced modelling techniques. The company also provides a comprehensive, AI-powered platform that integrates marketing mix modelling, incrementality testing, and causal attribution. which eliminates bias, uncovers true performance drivers, and delivers real-time, granular insights that enable marketers to make informed, data-driven decisions.

MiQ Managing Director ANZ, Fiona Roberts, said: “Our partnership with Lifesight is a major step in enhancing our Sigma platform across JAPAC - bringing together context, commerce, and audience intelligence under one roof. With this integration, we’re unlocking deeper visibility into both browsing and buying behaviours, enabling more precise and actionable insights for brands.”

MiQ Head of Product JAPAC, Vishal Shah, said: “We’re now able to unify browsing and buying signals to power commerce analytics, behavioural segmentation, and offline attribution across key channels like display, CTV, YouTube, social, and DOOH. I am especially excited about the operational control this partnership with Lifesight gives us across the region - enabling proprietary IP development, faster troubleshooting, and addressable audience activation across all major DSPs. It gives MiQ a measurable edge in precision, agility, and campaign intelligence.”

Lifesight  Director of Sales and Partnerships APAC,Peter Madani,, said:  “Our strategic partnership with MiQ connects Lifesight’s high-quality, SDK-sourced location data directly into Sigma—unlocking access to over 300 million monthly consented devices across the region. It’s a powerful step forward in unifying online and offline behaviours, while also solving for data fragmentation. Together, we’re enabling more cohesive planning, precise targeting, and outcome based measurement across every major channel, including CTV.”

The Lifesight partnership follows MiQ’s recent data partnership announcement with OzTAM, which sees OzTAM’s VOZ currency data ingested into MiQ’s cross platform tool, TVi. The partnership will enable planning and measurement along with a single platform perspective of viewership across linear, BVOD, streaming and YouTube.

About MiQ

We’re not your average programmatic media partner. Since 2010, we’ve been on a journey to make advertising better, and help brands and agencies achieve their best outcomes. That’s why we created MiQ Sigma, our AI-powered advertising technology that connects the ecosystem together, revealing what audiences everywhere are watching, browsing and buying. Enabled by these insights, our traders make custom, unbiased decisions that deliver faster, smarter and more effective results. With MiQ, programmatic always goes beyond expectations.

Headquartered in London, MiQ operates globally from 21 offices across North America, Europe, APAC, and Latin America. The company has been recognized as one of Insider's Hottest AdTech Companies, earned Ad Age's Best Places to Work Award, made the Inc. Power Partners list, and has been named to AdExchanger's Programmatic Power Players every year since its inception in 2020.

About Lifesight

Lifesight provides high-quality, consent-based data and advanced modelling techniques through an AI-powered platform that integrates marketing mix modelling, incrementality testing, and causal attribution — eliminating bias, uncovering true performance drivers, and delivering real-time, granular insights for data-driven decision making.

Contact

Julie Wright | Third Avenue Consulting
0455 500 180 | julie@thirdavenue.com.au

Rochelle Burbury | Third Avenue Consulting
0408 774 577 | rochelle@thirdavenue.com.au