"Shift from Real-Time Bidding to Real-Time Forecasting in Programmatic Advertising"
In the ever-evolving world of digital marketing, MiQ, a global programmatic media partner, has introduced an innovative solution to address the fragmentation in the programmatic ecosystem: MiQ Sigma. This AI-powered platform is designed to revolutionise audience discovery, planning, activation, and reporting, all within a single, unified interface.
MiQ Sigma's key features and benefits include eliminating fragmentation in programmatic advertising, AI-driven audience discovery, predictive intelligence, comprehensive campaign management, and unified reporting and activation.
By integrating disconnected insights and accelerating decision-making processes, MiQ Sigma bridges the gap in the ad-tech ecosystem, offering a streamlined approach to marketing. The platform leverages AI to analyse billions of data signal combinations related to context, behaviour, location, interests, and content consumption. This enables it to unlock insights from first-party data that other solutions might miss, offering a highly precise understanding of consumer behaviour without relying solely on ID-based tracking.
MiQ Sigma provides "Intelligence Beyond ID" by generating brand-exclusive predictive models about consumers. This allows marketers to reach valuable audiences even within restricted environments such as walled gardens and devices that limit ID tracking, ensuring expansive and privacy-compliant targeting.
The platform's comprehensive campaign management capabilities enable marketers to confidently plan, activate, and refine campaigns rapidly, with bespoke insights, audience segmentation, activation, and measurement models tailored to their first-party data and business goals.
MiQ Sigma's unified reporting and activation feature reduces delays between insights and actions, offering a seamless experience to maximise advertising efficacy in a fragmented marketing technology landscape.
Built on advanced AI models trained on vast global data sets, MiQ Sigma's transformative AI technology empowers brands to navigate privacy-first and AI-driven advertising effectively.
The data used by MiQ Sigma covers the states of watching, browsing, and buying, and comes from various sources such as ACR partners, BARB, YouTube data partners, Experian, DSPs, SSPs, and commerce partners like Fable and Circana.
Future plans for Sigma include adding more capabilities, such as data partnerships with retail media networks, and enabling agency partners to build into or use pieces of the Sigma environment to advance their technology capability. MiQ is also working with a variety of third-party measurement partners and has already implemented a third-party measurement for a client's campaign using the TV intelligence part of the Sigma platform.
MiQ's investment of approximately $25m annually in data partnerships supports Sigma's capabilities, and the platform does not incur any additional cost to clients, as it does not add an incremental cost layer due to the advanced AI technology.
MiQ has announced a 132% improvement in conversion rates and a 57% reduction in cost per action, but independent, third-party validation of these metrics is currently in progress.
In summary, MiQ Sigma's core advantage is its ability to unify the fragmented programmatic ecosystem through AI-powered audience intelligence and rapid, predictive campaign management, all while maintaining privacy compliance and expanding reach beyond traditional ID-based methods. This results in faster, more efficient, and more effective marketing across multiple channels.
- MiQ Sigma, a global programmatic media partner's AI-powered platform, revolutionizes audience discovery, planning, activation, and reporting, addressing the fragmentation in the programmatic ecosystem.
- By integrating disconnected insights and accelerating decision-making processes, MiQ Sigma bridges the gap in the ad-tech ecosystem, offering a streamlined approach to marketing.
- MiQ Sigma provides "Intelligence Beyond ID" by generating brand-exclusive predictive models about consumers, enabling marketers to reach valuable audiences even in restricted environments.
- The platform's unified reporting and activation feature reduces delays between insights and actions, offering a seamless experience to maximize advertising efficacy in a fragmented marketing technology landscape.
- MiQ's annual investment of approximately $25m in data partnerships supports Sigma's capabilities, ensuring clients do not incur any additional costs due to the advanced AI technology.
