LONDON — 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 expands its global footprint, introduces new AI-powered browsing 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 bridge that gap.”
Since Sigma’s launch one year ago, the technology has powered over 40,000 campaigns for more than 2,300 advertisers across the world. 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.
This success 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 for the UK:
- Sigma Total Measurement: Helps marketers optimise the full consumer journey to drive long-term sales growth, not just short-term media KPIs. Users can now see how channels work together, identify where investment is compounding, and reinvest with greater confidence.
- Browsing Intelligence: Enables marketers to better understand and reach today’s online consumer in the consideration phase. Users can tap into market-leading insights that showcase omnichannel behavioural, contextual, attention and AI trends to optimise reaching consumers in the mid-funnel moments that drive brand choice.
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, Titan OS, Evertune, and expanded AI architecture integrations with Databricks.
Since its inception, Sigma has been adopted by agency holding companies, independent agencies and advertisers directly from across the UK.
Ed Cox, Co-Founder at independent agency, Beyond said, “Sigma delivers on two crucial elements every agency looks for in AI: deep data intelligence and activation at scale. We’ve been really impressed by Sigma’s ability to leverage AI to connect data and channels instantly and deliver the results our clients want. We’ve already seen this with Alzheimer’s Research UK, where our connected TV campaign drove an 8-fold increase in consideration to donate. I’m excited about this latest evolution and the opportunity to create even more value for our clients.”
Sigma’s decisions are powered by MiQ’s partnerships and 16 years of trading data. The platform then turns those insights into action across 16 open web and walled garden media environments, including Google and YouTube. Adding further integrations cements MiQ’s place as the number one omnichannel programmatic partner for all brands and agencies looking to leverage AI to grow their business today.
“AI is creating an opportunity to reimagine the media and adtech industries in a more connected way, but too much of the conversation is still focused on potential rather than proof,” said Alfie Atkinson, MiQ’s UK CEO and Executive Chairman Canada. “With Sigma, MiQ has already been showing what AI can deliver, and these latest innovations take that even further by giving brands and agencies a clearer view of performance and greater confidence in the decisions driving growth.”
Sigma is live in all of MiQ’s operating regions around the world. All of today's updates are available immediately in the U.S., Canada, the U.K., Australia, and select international markets, with additional global rollout continuing through the remainder of 2026. This includes the addition of Sigma’s Planning Agent, launched today in the U.S. and coming to the U.K. market soon.
For more information or to request a demo, visit wearemiq.com/sigma.
About MiQ
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. The company combines data science, artificial intelligence, and proprietary technology to help clients make more informed decisions, optimize digital campaigns, and maximize return on investment. At the core of its offering is Sigma, MiQ’s award-winning AI-powered technology, which integrates multiple data sources and signals to deliver a comprehensive view of audience behavior and drive more effective marketing outcomes.
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