2,300 Clients Have Run On Sigma; Results show $2.22 in Value vs. $1 Spent Elsewhere
Mumbai, India, 11th June 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.
Since Sigma’s global launch in June 2025, 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.
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.
“As consumers move across video, social, commerce and emerging AI chat platforms, the challenge for marketers has shifted. The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap,” said John Goulding, Global Chief Strategy Officer at MiQ.
Varun Mohan, Chief Commercial Officer India, MiQ spoke directly to Indian market potential, “India represents one of the most dynamic and complex digital advertising markets in the world. Consumers are navigating an extraordinary range of platforms, languages, and purchase journeys and the need for a system that can make sense of fragmented signals in real time has never been greater. Sigma is exactly that system.”
To continue addressing client needs, MiQ has announced the following new major capabilities for India:
- Watching Intelligence: Helps marketers discover TV and video viewing insights – now covering global TV viewing data and including YouTube and Social video – related to the most valuable audiences, competitors and brands across linear, streaming, YouTube and social, to drive smarter reach, frequency and supply decisions.
- 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.
- Sigma Total Measurement: Helps marketers optimise 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.
Data partnerships are critical to the success of Sigma. 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. 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,” continued John Goulding.
“Our goal in India is to simplify the increasingly complex and fragmented media environment, and drive connected, accountable outcomes across screens. We’re looking forward to giving Indian marketers access to the same AI-powered capabilities that have already delivered proven results for over 2,300 advertisers globally,” Varun Mohan further added.
Sigma is live in all of MiQ’s operating regions around the world. All of today’s updates are available immediately in India, 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 Indian 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.
