MiQ, a global programmatic media company, has launched its AI-powered platform MiQ Sigma in India, as it seeks to strengthen its technology offerings in the country’s evolving digital advertising market.

MiQ Sigma is designed to help advertisers manage campaigns across multiple platforms by bringing together fragmented data, media signals and performance insights into a single decision-making environment. The company said the platform is aimed at helping marketers plan, optimise and measure campaigns across different channels and markets.

MiQ, which has had commercial operations in India for more than six years, said the launch reflects its focus on expanding its presence in the country as digital advertising becomes more complex with the growth of multiple media platforms.

The company operates in more than 20 countries and said India remains a key growth market due to the rapid expansion of digital consumption and the increasing fragmentation of advertising channels.

According to MiQ, Sigma is built to address challenges faced by marketers in managing campaigns across multiple platforms and datasets. The platform integrates various media and performance signals to provide advertisers with a unified view of campaign performance and planning.

The launch also highlighted MiQ’s data partnership with Samba TV, which provides cross-screen television insights and analytics. The partnership is aimed at enabling advertisers to plan, activate and measure campaigns across television and digital platforms through unified data.

During the launch event, the company conducted a live demonstration of the Sigma platform to illustrate how it can combine data from different sources and provide decision support for advertising campaigns.

MiQ said the platform is designed to help advertisers and agencies handle campaigns that involve multiple platforms, markets and datasets, which often create operational complexity.

“With MiQ Sigma, our focus is on enabling better decisions for Indian brands in an increasingly complex yet opportune market. India represents one of the most dynamic advertising markets globally, and Sigma is built to scale with the market and adapt to India’s unique diversity across language, content and consumption to deliver superior and measurable media outcomes to brands,” said Gurman Hundal, Global CEO & Co-founder, MiQ.

“Our ambition in India is to simplify decision-making in an increasingly complex media environment. MiQ Sigma is built to help advertisers move beyond fragmented planning and toward more connected, accountable outcomes across screens,” added Varun Mohan, Chief Commercial Officer India, MiQ.