MiQ rolls out Sigma, an AI-based platform for programmatic advertising
Global programmatic media firm MiQ has launched 'MiQ Sigma', an AI-powered advertising platform developed by its Bengaluru-based Centre of Excellence (CoE). The platform is designed to consolidate various elements of programmatic advertising, including data, technology, and campaign workflows, into a unified system.
Built by the company's Bangalore team, MiQ Sigma integrates over 300 data feeds and processes more than 700 trillion signals covering consumer activity such as media consumption, browsing, and purchasing patterns.
Ramya Parashar, COO of MiQ CoE, said: “MiQ Sigma is a new paradigm that truly puts results first and allows a well-written prompt to slice through the complexity of our ecosystem – offering unparalleled opportunities for engineers and AI researchers to solve complex, real-world problems. It isn’t just a product - it’s a bold statement of what India can build when deep tech meets deep talent. Our team brought together AI, data science, and real-world programmatic knowledge to shape the future of advertising.”
Krishnakumar Govindarajan, CTO at MiQ, said the platform is designed to address common inefficiencies in digital advertising. “In the past, marketers had to make arbitrary choices around what ad platforms to use for their campaigns, which caused a trade-off in reach and performance. MiQ Sigma is a single-point-of-entry for programmatic advertising where you can harness intelligence, discover audiences, and then use agentic AI to execute multi-platform media buys in a matter of seconds,” he said.
“MiQ Sigma was built as an extensible, modular system — capable of ingesting massive datasets, applying LLM-based reasoning, and automating decision-making across DSPs. Our team in Bengaluru turned this complex vision into reality” added Govindarajan.
Key Features
MiQ Sigma Intelligence: Built on large-scale data engineering, the system connects hundreds of data sources, offering insights across the behaviour of 1.7 billion global audience profiles, including viewing, browsing, and purchase data.
Trading Agent: This tool is trained on 15 years of MiQ trading data and uses large language models (Claude, Gemini, and OpenAI) to allow media traders to issue natural language commands. The agent is intended to help execute and optimise cross-platform campaigns more efficiently.
Generative AI Personas: This feature uses generative AI to develop custom audience profiles. These personas serve as the basis for campaign planning, converting audience insight into media strategy within minutes.
MiQ Co-Founder and Global CEO Gurman Hundal said: “Today is not just a launch—it’s the culmination of everything we’ve built over the last 15 years. From day one, MiQ has believed in the power of agnostic partnerships, deep data intelligence, and human expertise to drive results. MiQ Sigma is the next evolution of that vision—enhancing core strengths with powerful new technology. In a fragmented and increasingly complex ecosystem, Sigma makes everything we do faster, smarter, and more connected—it’s what powers MiQ to drive market leading outcomes, and gives our teams and clients a serious edge in a rapidly changing market.”
The company said Sigma has been built to be compatible with a range of demand-side platforms and analytics tools. MiQ Sigma is integrated with companies including The Trade Desk, Google DV360, Amazon Web Services, Experian, Databricks, Celtra, Samba, Numerator, and Circana.
Matt Fogarty, GM Channel Partners at The Trade Desk, commented on the collaboration, “MiQ’s commitment to building AI-driven, agnostic technology aligns with the future of programmatic, where marketers have greater control, flexibility, and performance across every channel. As a key integration in Sigma’s development, we've worked closely with MiQ to push the boundaries of what's possible, and we're committed to supporting this platform as it establishes the new standard for programmatic advertising moving forward. This collaboration underscores the high caliber of engineering and product talent at MiQ.”
MiQ noted that development on Sigma is ongoing and encouraged interest in technical and product roles at its Bengaluru Centre of Excellence, which continues to support its global technology initiatives.
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