MiQ has introduced MiQ Sigma, a new data-driven platform designed to address the growing complexity of multi-platform advertising. Built to unify fragmented signals across media, audiences, and performance metrics, the platform aims to help advertisers plan, activate, and optimise campaigns more effectively in India’s rapidly evolving digital ecosystem.
MiQ Sigma integrates data from multiple channels and combines it with advanced analytics to deliver connected insights across screens, allowing brands to make faster and more informed media decisions. The platform also incorporates cross-screen insights from Samba TV, enabling advertisers to better understand audience behaviour across television, streaming, and digital platforms.
According to Gurman Hundal, the platform is designed to empower Indian brands in a fast-changing media landscape. He noted that India represents one of the most dynamic advertising markets globally, and Sigma has been built to scale with the market while adapting to the country’s diversity across languages, content formats, and consumer behaviour.
Echoing this vision, Varun Mohan said the goal is to simplify decision-making for advertisers navigating an increasingly fragmented media environment. By connecting previously siloed data sources, the platform aims to help brands move toward more measurable and accountable campaign outcomes.
As programmatic advertising continues to grow in India, platforms like MiQ Sigma highlight the industry’s shift toward unified data ecosystems that enable smarter, more efficient marketing strategies across devices and channels.
Bottom line: With MiQ Sigma, MiQ is positioning itself to help advertisers navigate fragmented media landscapes and drive more measurable outcomes in India’s fast-growing programmatic advertising market.
