MUMBAI: In the battle for attention, data is plentiful making sense of it is the real jackpot. As consumers zigzag across streaming platforms, social feeds, shopping apps and even AI chatbots, advertising is becoming less about reaching audiences and more about reading their digital breadcrumbs. Betting on that shift, global programmatic advertising firm MiQ has significantly expanded Sigma, its AI-powered platform designed to turn fragmented consumer signals into actionable marketing decisions.
The latest upgrade broadens Sigma’s global footprint while introducing new planning, measurement and audience intelligence capabilities aimed at helping brands navigate an increasingly complex digital ecosystem.
Since its global debut in June 2025, Sigma has powered more than 40,000 campaigns for over 2,300 advertisers worldwide. According to MiQ, campaigns using the platform generated $2.22 in value for every $1 spent compared with conventional programmatic setups, delivering gains through improved reach, stronger conversions and lower acquisition costs.
The timing is notable. Consumers now generate more than 2,500 digital interactions every day as they move between video, social media, e-commerce platforms and emerging AI-powered environments. For marketers, keeping pace with those signals has become a growing challenge.
To address this, MiQ has introduced three major capabilities in India. Watching Intelligence provides viewing insights across linear television, streaming services, YouTube and social video platforms, helping brands better understand audience behaviour and optimise media investments. Browsing Intelligence focuses on consumer activity during the consideration phase, offering behavioural, contextual and attention-based insights to improve mid-funnel targeting. Meanwhile, Sigma Total Measurement aims to give advertisers a clearer view of how different channels work together across the consumer journey, enabling more informed budget allocation decisions.
Underpinning these tools is a significantly expanded data backbone. Sigma now processes more than 600 data feeds and 2.5 petabytes of information sourced from partners including Circana, TitanOS and Evertune, alongside deeper AI integrations with Databricks.
The platform combines these datasets with MiQ’s 16 years of trading intelligence before activating campaigns across 16 open-web and walled-garden environments, including Google and YouTube.
For India, one of the world’s fastest-growing and most fragmented digital advertising markets, the expansion reflects a growing demand for tools capable of interpreting consumer behaviour across multiple languages, platforms and purchase journeys.
All of the newly announced capabilities are now available in India alongside the United States, Canada, the United Kingdom, Australia and select international markets. MiQ has also launched Sigma’s new Planning Agent in the US, with an Indian rollout expected in the near future.
As artificial intelligence increasingly becomes the engine behind advertising decisions, the industry’s next competitive edge may not be who has the most data but who can make the smartest sense of it.