Miq and Lifesight to enhance Sigma platform with new partnership
MiQ has announced a new data partnership with Lifesight for the former’s Sigma platform.
The announcement:
Global programmatic media partner MiQ and Lifesight, the industry’s provider of location intelligence and measurement solutions, today announced a new data partnership for MiQ’s new Sigma platform.
The partnership was revealed during MiQ’s “Behind the Screens” roadshow series in Melbourne. Sigma, the world’s first AI platform that unifies the programmatic ecosystem, combines more than 300 diverse data feeds and 700 trillion consumer signals spanning what consumers watch on TV, browse on the web, and buy in stores. AI technology is applied across the platform to improve planning, audience development, and activation, making Sigma the only advertising tool that connects the entire programmatic ecosystem in one place.
Lifesight provides high-quality, consent-based data and advanced modelling techniques through an AI-powered platform that integrates marketing mix modelling, incrementality testing, and causal attribution — eliminating bias, uncovering true performance drivers, and delivering real-time, granular insights for data-driven decision making.
MiQ managing director ANZ, Fiona Roberts, said: “Our partnership with Lifesight is a major step in enhancing our Sigma platform across JAPAC — bringing together context, commerce, and audience intelligence under one roof. With this integration, we’re unlocking deeper visibility into both browsing and buying behaviours, enabling more precise and actionable insights for brands.”
MiQ head of product JAPAC, Vishal Shah, said: “We’re now able to unify browsing and buying signals to power commerce analytics, behavioural segmentation, and offline attribution across key channels like display, CTV, YouTube, social, and DOOH. I am especially excited about the operational control this partnership with Lifesight gives us across the region — enabling proprietary IP development, faster troubleshooting, and addressable audience activation across all major DSPs. It gives MiQ a measurable edge in precision, agility, and campaign intelligence.”
Lifesight director of sales and partnerships APAC, Peter Madani, said: “Our strategic partnership with MiQ connects Lifesight’s high-quality, software development kit-sourced location data directly into Sigma — unlocking access to over 300 million monthly consented devices across the region. It’s a powerful step forward in unifying online and offline behaviours, while also solving for data fragmentation. Together, we’re enabling more cohesive planning, precise targeting, and outcome-based measurement across every major channel, including CTV.”
The Lifesight partnership follows MiQ’s recent agreement with OzTAM, which integrates OzTAM’s VOZ currency data into MiQ’s cross-platform tool, TVi, enabling unified planning and measurement of viewership across linear, BVOD, streaming, and YouTube.
Source: Third Avenue Consulting
