MiQ has expanded its Sigma advertising platform in the UK with two new tools, adding measurement and browsing analysis functions for marketers.
The UK launch is part of a broader expansion of Sigma, which MiQ describes as an AI-based system that turns consumer signals into advertising decisions.
Sigma Total Measurement is designed to show marketers how different channels contribute across the consumer journey. The tool is intended to help users assess where media spending works together and where budgets could be reinvested.
A second addition, Browsing Intelligence, focuses on consumers in the consideration stage before purchase or donation. It draws on behavioural, contextual, attention and AI trend data to help brands identify and reach people during what marketers often call the mid-funnel stage.
The expansion follows a year in which Sigma was used in more than 40,000 campaigns by over 2,300 advertisers worldwide, according to MiQ. Testing found Sigma campaigns returned £2.22 in value for every £1 spent, compared with standard programmatic campaign setups.
MiQ attributed that performance to the platform's use of a large pool of data and its ability to make decisions across a fragmented digital market. Consumers now move between watching, browsing and buying across more than 2,500 digital interactions a day, the company said, increasing the need for systems that can process signals quickly.
The latest version also expands the data underpinning Sigma. MiQ said its data spine now includes more than 600 feeds and 2.5 petabytes of information, with sources including Circana, Titan OS and Evertune, as well as broader AI architecture integrations with Databricks.
Sigma is used by agency groups, independent agencies and advertisers directly in the UK. The platform can activate campaigns across 16 media environments spanning the open web and large closed platforms including Google and YouTube, according to MiQ.
John Goulding, Global Chief Strategy Officer at MiQ, said the challenge for advertisers has changed as audiences spread across more digital services. "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 bridge that gap."
Agency use
An early UK example came from independent agency Beyond, which used Sigma in a connected television campaign for Alzheimer's Research UK.
"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 eight-fold increase in consideration to donate. I'm excited about this latest evolution and the opportunity to create even more value for our clients," said Cox.
The case study shows how MiQ is positioning Sigma in a crowded ad technology market, where measurement and signal loss have become central concerns for agencies and brands. Marketers are under pressure to show not only immediate media results but also how spending influences later consumer action across platforms.
Alfie Atkinson, UK Chief Executive Officer and Executive Chairman, Canada, at MiQ, said the latest changes were intended to give advertisers more confidence in campaign decisions. "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. 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."
MiQ, founded in London, operates from more than 33 offices worldwide. Sigma is live across all of its operating regions, with the latest UK additions available immediately alongside rollout in the US, Canada, Australia and other international markets, the company said.