MiQ Sigma Expands in Canada with New AI Capabilities Built for the Local Market
When most global ad tech platforms talk about Canada, they mean a line item. MiQ is making a different argument.
The programmatic services and technology company announced this week that Sigma, its AI-powered advertising platform, is expanding with two new capabilities now available to Canadian advertisers: Sigma Browsing Intelligence and Sigma Total Measurement. The announcement comes one year after Sigma's initial launch, and MiQ is leaning hard into what makes the Canadian rollout distinct from the global one.
More than 700 advertisers in Canada have already run on Sigma. Behind them is a local team of over 100 programmatic experts and a data infrastructure built on Canadian regional partnerships. Joe Peters, CEO of MiQ Canada, put it plainly: the platform was designed to read Canadian consumer behaviour, brand affinity, and regional buying dynamics, not just apply a global model and call it localized.
So what do the new tools actually do?
Sigma Browsing Intelligence is built for the mid-funnel. It helps marketers find and reach high-intent audiences across channels, apps, and websites by pulling together omnichannel behaviour, contextual signals, attention data, and AI share of voice insights. The idea is to catch consumers in the moments that drive brand consideration, before they've made up their minds.
Sigma Total Measurement takes the longer view. Rather than optimizing toward short-term media KPIs, it maps how channels work together across the full consumer journey, showing marketers where investment is compounding and where to reinvest with more confidence.
Both capabilities run on a data spine that has grown to more than 600 feeds and 2.5 petabytes of daily information, drawing from providers including Circana, TitanOS, and Evertune, with expanded AI architecture integrations through Databricks.
The scale behind Sigma is worth pausing on. Since launching a year ago, the platform has powered more than 40,000 campaigns for over 2,300 advertisers globally. In rigorous A/B testing against standard programmatic setups, Sigma campaigns have returned $2.22 in value for every $1 spent, with gains showing up as incremental reach, increased conversions, and improved cost per acquisition.
That performance comes down to speed. John Goulding, Global Chief Strategy Officer at MiQ, noted that Sigma has enabled traders to make twice as many optimizations as before, and that the pace of those decisions has directly improved campaign outcomes.
The data partnerships driving those decisions are just as important as the platform itself. Brian Stempeck, CEO and co-founder of AI brand optimization platform Evertune, described what the Sigma integration makes possible: when AI search visibility data is combined in real time with what consumers are watching and buying, and then connected directly to planning and activation, it moves from being a research exercise to driving real decisions.
Sigma is live across all of MiQ's global markets, with today's updates available immediately in Canada, the U.S., the U.K., Australia, and select international markets. A Planning Agent launched in the U.S. this week is also coming to the Canadian market soon. Marketers looking to learn more or request a demo can visit wearemiq.com/sigma.
