As linear television budgets increasing need to compete with and complement streaming and digital platforms, data-backed, strategic cross-platform decisions are more important than ever for advertisers.
Enter MiQ, which has brought new capabilities to its Sigma platform with one goal in mind: to help advertisers understand and act on TV viewing behavior across the linear and streaming worlds with the goal to connect that to what those same audiences are doing across digital platforms.
Sigma was launched one year ago by MiQ, a programmatic ad-tech company. An update to the product adds a planning agent; Total Measurement capabilities that can help marketers optimize the full consumer journey; a data spine now drawing from 600+ feeds and 2.5 petabytes of daily data from providers including Circana, TitanOS, and Evertune; expanded AI architecture integrations with Databricks; and activation across 16 open web and walled garden media environments, including Google and YouTube.
“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.”
