MiQ integrates Lifesight data to boost Sigma ad platform insights
The collaboration allows Sigma users to benefit from Lifesight's movement data, thereby supporting more granular audience segmentation and enhancing understanding of shopper behaviour. Sigma, which was launched as an AI-powered programmatic advertising platform, combines data from over 300 sources and analyses some 700 trillion consumer signals, ranging from television viewing and online browsing behaviours to in-store purchasing activity.
According to MiQ, the new data flows will enable technology users to derive deeper insights into both in-store and online behaviours. The Sigma platform is designed to unify and activate data across the programmatic ecosystem, supporting multiple advertising channels within a single environment. Sigma aims to aid media planners and traders in harnessing complex datasets and optimising campaign outcomes for advertisers and agencies.
Fiona Roberts, MiQ's Managing Director for ANZ, said the partnership with Lifesight would advance the company's ambition for its Sigma platform within the JAPAC region. "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."
The combined dataset promises to deliver new capabilities in analytics, segmentation, and campaign measurement. Vishal Shah, Head of Product JAPAC at MiQ, outlined some of the practical advances made possible by the agreement. "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's approach comprises consent-based data collection, supported by advanced AI modelling for measurement and attribution. The company's platform centralises diverse data sources and provides tools for marketing mix modelling, incrementality testing, and attribution analysis. This provides marketers with real-time insights for evidence-based decision making.
Peter Madani, Director of Sales and Partnerships APAC at Lifesight, commented on the value of the partnership for clients seeking to merge online and offline behaviours in their marketing analytics. "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 arrangement follows MiQ's recent data partnership with OzTAM, which saw OzTAM's VOZ television viewership data incorporated into another MiQ tool, TVi, to provide cross-platform measurement capability spanning linear TV, BVOD, streaming services, and YouTube.
Lifesight provides marketing measurement tools to brands, integrating predictive analytics and real-time optimisation, while MiQ offers programmatic media and data-driven services to agencies and advertisers across several international markets.
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