MiQ today announced a significant expansion of Sigma, its AI-powered advertising technology platform, introducing a new Planning Agent, a Total Measurement capability, an enlarged data spine drawing from more than 600 feeds, and activation across 16 open web and walled garden media environments. The announcement arrives almost exactly one year after Sigma's initial launch in June 2025.

According to MiQ, more than 2,300 advertisers have run campaigns on Sigma since the platform launched, generating over 40,000 campaigns in total. A/B testing figures provided by the company show Sigma campaigns returning $2.22 in value for every $1 spent compared to standard programmatic campaign setups, with those gains coming through incremental reach, increased conversions, and improved cost per acquisition.

A new agent for media planning

The centerpiece of today's update is the Sigma Planning Agent, which converts a single conversational prompt into a media plan complete with audience, channel, and tactical recommendations. The agent is designed to reduce the time planners spend assembling inputs, allowing teams to move more quickly to strategy execution.

"As consumers move across video, social, commerce, and emerging AI chat platforms, the challenge for marketers has shifted," said John Goulding, Global Chief Strategy Officer at MiQ. "The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap."

The Planning Agent joins the Trading Agent that MiQ introduced at Sigma's original launch. Together, the two agents are intended to give marketers coverage from initial planning through to live campaign optimization - an end-to-end workflow within a single platform. The distinction matters architecturally: the Trading Agent handles real-time decisioning once a campaign is live, while the Planning Agent sits upstream, structuring the strategy before any spending begins.

MiQ also noted an operational effect from Sigma's combined architecture. "Something powerful happened when we brought data and decisioning together in a single AI-powered system," Goulding continued. "With Sigma, our traders have been making twice as many optimizations as before, and that speed has directly improved campaign performance."

Total Measurement and the full consumer journey

The second major addition is Sigma Total Measurement, a capability designed to help marketers optimize across the entire consumer journey rather than against short-term media KPIs alone. According to MiQ, Sigma users can now see how channels work together, identify where investment compounds over time, and reallocate budgets with greater confidence.

The measurement gap in programmatic advertising has been a persistent industry concern. As PPC Land has reported on the broader measurement debate, between 60% and 75% of marketers say their current measurement approaches do not perform well across critical dimensions. Separate research tracked at PPC Land found that 54.1% of marketers reported no improvement in measurement confidence year-over-year despite continued investment in measurement tooling.

Total Measurement is MiQ's response to that structural problem within Sigma. The capability does not replace existing measurement approaches outright. Instead, it layers a cross-channel view on top of what Sigma already collects, connecting signal interpretation to long-term sales outcomes. The practical implication is that planners can now see investment compounding effects - where spend in one channel accelerates performance in another - rather than evaluating each channel in isolation.

Data spine: 600 feeds and 2.5 petabytes per day

The underlying infrastructure behind both new capabilities is a substantially expanded data spine. MiQ has grown Sigma's data intake to more than 600 feeds, processing 2.5 petabytes of daily data. That figure is roughly double what the platform operated on at launch, when the data spine covered more than 300 diverse data feeds spanning 700 trillion consumer signals.

Data partners feeding the spine include Circana, TitanOS, and Evertune. The inclusion of Evertune is notable: Evertune is a generative engine optimization platform that tracks brand visibility in AI-powered search environments including ChatGPT, Gemini, and other large language models. As PPC Land documented in December 2025, Evertune provides brands with signals about how frequently and in what context they appear in AI-generated answers.

Brian Stempeck, CEO and co-founder of Evertune, described the integration in terms of decisioning velocity. "AI search visibility data is only as valuable as what you do with it. When that signal is combined in real time with what consumers are watching and buying, and then connected directly to planning and activation, it stops being a research exercise and starts driving real decisions. That's exactly what the Sigma integration makes possible."

Circana, meanwhile, brings purchase behavior and retail data into the signal pool. TitanOS contributes smart TV viewership data. Together, the three partners add commerce, media consumption, and AI discovery signals to what Sigma can interpret. MiQ has also expanded its AI architecture integrations with Databricks, which serves as data and AI infrastructure underpinning the platform.

The Databricks integration is consistent with a broader pattern in the ad tech industry. As PPC Land covered in October 2025, LG Ad Solutions integrated its ACR data with Databricks Marketplace, enabling advertising technology platforms to access viewership data through standardized interfaces. Databricks has become a de facto infrastructure layer for several companies combining large-scale data pipelines with AI-driven decisioning in advertising contexts.

Activation across 16 environments

Sigma activates across 16 open web and walled garden media environments, including Google and YouTube. That scope is relevant given the current concentration of programmatic spend. According to figures covered by PPC Land in May 2026, four demand-side platforms - Google's DV360, The Trade Desk, Yahoo, and Amazon - control approximately 85% of the global programmatic market. Sigma's activation layer is positioned as an alternative execution path that gives marketers reach across those environments without requiring direct, fragmented management of each one.

MiQ's 16 years of trading data also feeds the activation logic. The company was founded in London in 2010 and now operates from more than 33 offices worldwide. That depth of historical trading data is part of what MiQ argues gives Sigma its pattern-recognition capacity across consumer behaviors spanning what consumers are watching on connected television, browsing on the web, and buying in stores.

The platform's relationships with walled gardens extend to YouTube specifically. As PPC Land reported in October 2025, MiQ Digital was among four initial vetted partners when YouTube launched its Activation Partners program, a designation that reflects certified expertise in YouTube media buying and campaign management.

Geographic rollout

According to MiQ, the majority of today's updates are available immediately in the United States, Canada, the United Kingdom, Australia, and select international markets. Additional global rollout is continuing through the rest of 2026.

That timeline reflects MiQ's broader geographic expansion this year. In March 2026, MiQ acquired the Latin America business of Adsmovil, creating what the companies described as the largest independent programmatic provider in the region, with more than 150 employees across 12 markets and access to more than 400 million unique IDs. Sigma was scheduled to formally launch in Latin America in May 2026 as part of that integration.

In April 2026, MiQ acquired Rocket Lab, a Miami-based mobile app growth company with operations across Latin America and EMEA. That deal extended Sigma's signal coverage into in-app environments, adding mobile user acquisition data to the platform's signal pool.

Agentic context: Sigma as infrastructure

The Planning Agent does not emerge in isolation. Sigma's existing Trading Agent has already been deployed as live infrastructure within third-party agentic platforms. In January 2026, PubMatic launched AgenticOS - described as the industry's first operating system built for agentic advertising - with MiQ Sigma's Trading Agent operating inside it and running live campaigns through the first quarter of 2026.

That same month, Yahoo DSP embedded agentic AI capabilities across its planning, activation, optimization, and measurement workflows, with MiQ among its early integration partners. In January 2026, Magnite built a seller agent into SpringServe, with MiQ Sigma's trading agent named as a participant in scaling agentic ad buying.

These integrations position Sigma less as a standalone product and more as a shared layer within the emerging agentic advertising infrastructure. The addition of a Planning Agent extends that logic upstream: where the Trading Agent handles execution, the Planning Agent now handles strategy formation. Taken together, the two agents provide the full workflow loop that MiQ says advertisers need to operate in environments where consumers generate more than 2,500 daily digital interactions.

Consumer fragmentation across video, social, commerce, and AI discovery platforms has made the planning challenge harder in 2026 than it was when Sigma first launched. As PPC Land reported in April 2026, MiQ's own research across 53 million households found that the traditional marketing funnel no longer accurately describes how consumers move from awareness to purchase. The study found that complete customer journeys can now occur in hours or minutes rather than weeks, driven by the speed at which consumers shift between screens and buying contexts.

Sigma's expanded data spine - pulling from commerce data via Circana, smart TV viewership via TitanOS, and AI search visibility via Evertune - is designed to track those compressed journeys in real time, giving planners a more accurate picture before spend decisions are made and giving the Trading Agent richer signals once campaigns are live.

What this means for media buyers

For practitioners, the most direct operational implication of today's announcement is the Planning Agent. Programmatic media planning has traditionally required planners to pull data from multiple sources, reconcile them manually, and then build a plan that could reflect conditions that were already changing by the time the document was finished. A conversational agent that generates audience, channel, and tactical recommendations from a single prompt compresses that process significantly.

Whether the outputs are reliable enough to act on without significant human review remains to be tested at scale. MiQ cites the $2.22 return figure and the 40,000-plus campaigns as evidence of Sigma's underlying performance, but that figure covers the existing platform rather than the Planning Agent specifically, which is new. The agent also joins the Trading Agent rather than replacing planner judgment entirely - the emphasis in MiQ's announcement is on reducing the time spent assembling inputs, not removing planners from the process.

As PPC Land has documented, 82% of programmatic buyers consider AI-powered optimization essential when selecting partners, yet the majority still maintain human oversight at the strategic level. Sigma's architecture - where agents handle speed and data synthesis while human planners retain strategic direction - is consistent with that preference.

The Total Measurement addition is likely to draw attention from teams that have struggled to justify programmatic investment beyond last-click or short-cycle attribution windows. Cross-channel measurement that captures compounding effects has been a gap in programmatic reporting for years, and the capability is being positioned as native to the Sigma platform rather than as a separate measurement vendor integration.

Timeline

  • June 2025 - MiQ launches Sigma, the first version of its AI-powered advertising operating system, with a Trading Agent and a data spine drawing from more than 300 data feeds spanning 700 trillion consumer signals
  • September 2025 - MiQ participates as an early adopter in Comscore's AI-powered Data Partner Network, reporting 30% stronger engagement using Comscore predictive segments compared to traditional ID-based segments across CTV campaigns
  • October 6, 2025 - YouTube launches its Activation Partners program, naming MiQ Digital as one of four vetted initial partners
  • November 11, 2025 - MiQ releases its first AI Confidence Curve report, surveying 3,169 marketers across 16 countries and finding a 27-point gap between AI usage and readiness
  • January 5, 2026 - PubMatic launches AgenticOS with MiQ Sigma as a deployed Trading Agent, with live campaigns running through Q1 2026
  • January 7, 2026 - Yahoo DSP embeds agentic AI capabilities across its platform workflows, with MiQ among the early integration partners; Magnite builds a seller agent into SpringServe with MiQ Sigma named as a participant for 2026 agentic ad buying
  • March 25, 2026 - MiQ acquires the Latin America business of Adsmovil, creating the region's largest independent programmatic provider with more than 150 employees across 12 markets and access to more than 400 million unique IDs
  • April 4, 2026 - Deep Sync and MiQ announce an expanded partnership connecting deterministic voter data identity resolution with MiQ's programmatic activation capabilities
  • April 7, 2026 - MiQ acquires Rocket Lab, a Miami-based mobile app growth company with operations across Latin America and EMEA, extending Sigma's signal coverage into in-app environments
  • April 25, 2026 - MiQ publishes a study of 53 million households finding that the traditional marketing funnel no longer accurately describes consumer behavior, with complete customer journeys now occurring in hours or minutes
  • June 11, 2026 - MiQ announces Sigma expansion: Planning Agent, Sigma Total Measurement, data spine scaled to 600+ feeds and 2.5 petabytes of daily data, Databricks AI architecture integration, and activation across 16 open web and walled garden environments

Summary

Who: MiQ, the global programmatic services and technology company founded in London in 2010 and operating from more than 33 offices worldwide, made the announcement. The update affects more than 2,300 existing Sigma advertisers and the broader programmatic media buying community.

What: MiQ expanded its Sigma AI-powered advertising platform with two new capabilities - a Planning Agent that converts a conversational prompt into a full media plan, and Sigma Total Measurement for cross-channel journey optimization - alongside an enlarged data spine processing 2.5 petabytes of daily data from more than 600 feeds. The platform now activates across 16 open web and walled garden media environments, and adds expanded AI architecture integrations with Databricks. Data partners include Circana, TitanOS, and Evertune.

When: The announcement was made on June 11, 2026, approximately one year after Sigma's initial launch in June 2025. The majority of updates are available immediately in the US, Canada, the UK, Australia, and select international markets, with further global rollout continuing through the remainder of 2026.

Where: MiQ is headquartered in New York and London and operates across more than 33 offices globally. The platform updates are live across five core markets with additional geographies coming online through 2026.

Why: According to MiQ, consumers now generate more than 2,500 daily digital interactions across video, social, commerce, and AI chat platforms, creating a fragmentation challenge that existing programmatic tools were not built to address. Sigma is designed to interpret fragmented signals in real time and turn them into planning and activation decisions at machine speed. The expansion reflects both the platform's first-year performance data - 40,000 campaigns, $2.22 in measured value per $1 spent - and the competitive pressure created by the rapid expansion of agentic advertising infrastructure across the industry throughout late 2025 and early 2026.