Built in Bengaluru, Sigma aims to simplify and supercharge the programmatic ecosystem through AI and data integration.

Global programmatic media company MiQ has unveiled ‘MiQ Sigma’, an AI-based platform designed to streamline and elevate the programmatic advertising landscape. Developed at MiQ’s Bengaluru-based Centre of Excellence (CoE), Sigma consolidates data, technology, and campaign workflows into a single, integrated system.

The platform brings together over 300 data feeds and processes more than 700 trillion consumer signals, covering media consumption, online browsing, and purchasing behaviour.

A New Paradigm in Programmatic

“MiQ Sigma is a new paradigm that truly puts results first,” said Ramya Parashar, COO, MiQ CoE.
“It’s a bold statement of what India can build when deep tech meets deep talent. It isn’t just a product- it’s a future-facing ecosystem where AI, data science, and programmatic knowledge converge.”

Krishnakumar Govindarajan, CTO at MiQ, emphasized the platform’s problem-solving capability in digital media:

“Previously, marketers had to choose ad platforms arbitrarily, often compromising on reach or performance. Sigma acts as a single point of entry-using AI to discover audiences and execute multi-platform media buys in seconds.”

“It’s modular, extensible, and capable of reasoning with LLMs while automating decisions across DSPs,” he added.

Key Features of MiQ Sigma:

• MiQ Sigma Intelligence
  Built on large-scale data engineering, it integrates hundreds of data sources, enabling insights across 1.7 billion global audience profiles-including viewing, browsing, and purchase behaviours.
• Trading Agent
  Powered by 15 years of MiQ trading data and LLMs like Claude, Gemini, and OpenAI, this tool lets media traders use natural language commands to execute and optimise campaigns seamlessly across platforms.
• Generative AI Personas
  Utilizes generative AI to create custom audience profiles in real time-transforming audience insights into media strategies within minutes.

Vision and Integration

“MiQ Sigma represents the culmination of 15 years of innovation,” said Gurman Hundal, Co-Founder and Global CEO, MiQ.
“It enhances our core strengths-agnostic partnerships, deep data intelligence, and human expertise-with powerful technology. Sigma brings unmatched speed, intelligence, and cohesion in a fragmented ecosystem.”

MiQ Sigma is designed to integrate smoothly with leading platforms, including The Trade Desk, Google DV360, Amazon Web Services, Experian, Databricks, Celtra, Samba, Numerator, and Circana.

Industry Support

Matt Fogarty, GM Channel Partners at The Trade Desk, highlighted the partnership:

“MiQ’s AI-driven, agnostic tech aligns perfectly with the future of programmatic. Our close collaboration on Sigma reflects the calibre of MiQ’s engineering and product teams, and we’re excited to support its evolution as a new standard for programmatic advertising.”

Ongoing Development

MiQ confirmed that development on Sigma continues, with active hiring for technical and product roles at its Bengaluru Centre of Excellence, reinforcing India’s growing role in global ad tech innovation.