MiQ Launches Sigma: A Game-Changer in Programmatic Advertising

MiQ has officially launched Sigma, its new AI-powered platform designed to help marketers make faster, smarter media decisions. Powered by real-time data and built to simplify the complexity of programmatic advertising, MiQ is bringing Sigma to Canada as one of the first markets to access the technology.

Unlike a typical platform rollout, Sigma is engineered to cut through billions of data points and turn them into clear, actionable insights — from what people are watching and buying to how campaigns perform across channels.

Built with Canada in Mind

Sigma was developed in collaboration with Canadian partners like Environics and Bell Media, ensuring the platform reflects local media behaviours and market nuances. With a dedicated Canadian team behind it, Sigma offers a grounded and highly practical solution tailored to the needs of Canadian marketers.

“The focus is simple: give Canadian marketers tools that actually work for them,” said Joe Peters, CEO of MiQ Canada.

How Sigma Works

Sigma pulls data from more than 300 live sources, enabling teams to make informed decisions in real time. Marketers can visualize audience insights, build media plans, and activate campaigns—all within a single platform.

Key features include:

• Sigma Intelligence: Visual dashboards powered by over one billion global profiles, providing audience insights across devices and platforms.
• Trading Agent: An AI assistant trained on 15+ years of campaign data that helps marketers explore opportunities and develop strategies through natural language prompts.
• Gen AI Personas: Custom audience segments built and activated in real time, adapting based on live insights and evolving campaign needs.

Proven Early Results

Even in early tests, Sigma is delivering strong results. One campaign saw a 132% lift in conversion rates, while another cut cost-per-action by more than 50%. The combination of machine learning and intuitive design is allowing marketers to achieve better outcomes with fewer manual steps.

A Smarter Approach to Data

Sigma reflects a growing shift in marketing: brands are asking better questions about their audiences and need tools that deliver fast, meaningful answers. Sigma not only centralizes data but transforms it into actionable insight.

By investing in Canadian data partnerships and customizing their technology for the local market, MiQ is showcasing how global innovation can deliver focused, regional impact.