Bengaluru: Global programmatic media partner MiQ has announced the launch of MiQ Sigma, a groundbreaking AI-powered advertising platform built at its Bengaluru Center of Excellence (CoE). Touted as the industry’s first platform to unify the fragmented programmatic ecosystem, MiQ Sigma transforms over 700 trillion data signals into faster, bias-free, and smarter media decisions for marketers.
Developed by a 300+ member innovation team—one of the world’s largest programmatic CoEs—MiQ Sigma marks a major technological milestone and reinforces India’s growing role in global adtech innovation. The platform consolidates 300+ data feeds across audience viewing, browsing, and buying behavior, empowering media traders to make decisions in real-time.
AI-Powered Performance Breakthroughs
Initial results from MiQ Sigma are impressive, delivering a 132% boost in conversion rates and a 57% drop in cost per action (CPA). Designed to tackle long-standing industry challenges like fragmented data, slow decision-making, and inefficient workflows, the platform applies both generative and agentic AI for unmatched speed, precision, and performance.
“MiQ Sigma is not just a product—it’s a statement of what India can build when deep tech meets deep talent,” said Ramya Parashar, COO of MiQ CoE. “We’ve combined AI, data science, and programmatic expertise to create a platform that simplifies complexity and amplifies outcomes.”
One Interface. Unified Ecosystem. Real-Time Decisions.
At its core, MiQ Sigma acts as a single-point-of-entry for programmatic campaigns, allowing marketers to discover audiences, plan campaigns, and activate media across DSPs—all within one AI-integrated interface.
According to Krishnakumar Govindarajan, CTO of MiQ, “Sigma ingests massive datasets, uses LLM-based reasoning, and automates decision-making. Our Bengaluru team has built a modular, extensible system that lets marketers harness intelligence and execute omnichannel media buys in seconds.”
Key Features Driving Sigma’s Innovation
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MiQ Sigma Intelligence: Connects 300+ data feeds and analyzes the behavior of 1.7 billion global audience profiles through robust visualization tools developed in Bengaluru.
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Trading Agent: An interactive, natural language AI agent powered by LLMs (Claude, Gemini, OpenAI) that automates multi-DSP campaign optimization using 15 years of MiQ trading data.
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Gen AI Personas: AI-generated custom audience profiles created in seconds, bringing audience insights and campaign planning together like never before.
Sigma is fully integrated with top-tier global tech platforms including The Trade Desk, Google DV360, Amazon Web Services, Samba, Experian, Databricks, Celtra, Numerator, Circana, and more—ensuring flexible scalability and deep channel intelligence.
“MiQ’s commitment to AI-driven, agnostic solutions is aligned with the future of programmatic,” said Matt Fogarty, GM Channel Partners, The Trade Desk. “We’ve worked closely with MiQ on Sigma and are excited to see this platform set new industry standards.”
MiQ Sigma represents the next leap in the company’s evolution. “Today is not just a launch—it’s the culmination of everything we’ve built over the last 15 years,” said Gurman Hundal, Global CEO and Co-founder, MiQ. “Sigma enhances our core strengths—data intelligence, human expertise, and platform agnosticism—with cutting-edge technology that gives marketers speed, precision, and control in an increasingly complex world.”
