MiQ
MiQ is a London-headquartered global programmatic media partner operating in 18 countries, selling AI-powered Sigma platform access and programmatic media services to agencies and enterprise brands across CTV, performance, and retail media.
- Company typePrivate
- Founded2010
- HeadquartersHolborn, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What MiQ does
MiQ is a global programmatic media partner founded in 2010 and headquartered in London, operating across 18 countries with engineering and data capabilities centered in Bengaluru. The company sells AI-enabled programmatic advertising services and platform access to global agencies and enterprise brands, including Wavemaker, Carat, United Airlines, Dr. Martens, Bajaj Finserv, UKTV, and LG. MiQ's core product is the Sigma platform, which unifies watching, browsing, and buying data through a Data Spine integrating 2.5PB across 600+ data feeds and processes 700 trillion+ signals to enable Planning Agent, Trading Agent, Gen-AI Omnichannel Audiences, Total Measurement, and Intuitive Planning capabilities, with documented $2.22 of value per $1 spent versus standard programmatic setups.
The company's revenue model combines programmatic media services with platform access on a quote-based, subscription-aligned annual cadence; pricing is not publicly disclosed. Go-to-market is hybrid: enterprise field sales across regions (NA, EMEA, APAC, LatAm, India) complemented by Sigma platform self-service. MiQ maintains a partner-agnostic approach across DSPs (Yahoo DSP, The Trade Desk, Google DV360) and data providers (Circana, Experian, Samba TV, TitanOS, Evertune) rather than proprietary stack lock-in.
The company has executed an active inorganic growth strategy, acquiring AirGrid (Nov 2022), Grasp (Nov 2023), Pathlabs (Jul 2024), Adsmovil's Latin American operations (Mar 2026), and Rocket Lab (Apr 2026) while launching Sigma in India (Mar 2026) and expanding to 18 countries (Jun 2026). MiQ is privately held following a 2022 growth investment from Bridgepoint, with a reported valuation of $900M-$1B as of March 2026, and operates with 501-1,000 employees globally.
MiQ firmographics
Firmographics- Name
- MiQ
- Legal name
- MiQ Digital Limited
- Website
- https://wearemiq.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- MiQ is a London-headquartered global programmatic media partner operating in 18 countries, selling AI-powered Sigma platform access and programmatic media services to agencies and enterprise brands across CTV, performance, and retail media.
- Ownership category
- akta.pro rank
Where MiQ is headquartered
LocationHeadquarters
- HQ city
- Holborn
- HQ country
- United Kingdom
- HQ region
- Europe
Offices26 records
Markets served
MiQ business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Media Services: MiQ provides programmatic media services to advertisers and agencies, connecting best data, partners and intelligence to supercharge programmatic experts. The company generates revenue through fees for programmatic campaign management and technology platform access.
- Sigma Platform Licensing: AI-powered Sigma platform is offered as core technology, with testing data showing $2.22 in value generated per $1 spent compared to standard programmatic setups, enabling clients to plan, activate and optimize campaigns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise programmatic services with AI-powered Sigma platform |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
MiQ product offering
Product offeringCore offering
MiQ is a global programmatic media partner that sells the AI-powered Sigma platform alongside expert programmatic trading services to advertisers and agencies. The company enables campaign planning, activation, and optimization across watching, browsing, and buying consumer behaviors by unifying 2.5PB of data across 600+ feeds and 700 trillion signals. Supporting offerings include Advanced TV, Performance, Creative Solutions, Sustainability Advertising, Analytics, and the Grasp media governance SaaS platform.
Product overview
MiQ is a global programmatic media company offering a unified platform architecture centered on its AI-powered Sigma technology platform. Sigma serves as the core product providing end-to-end programmatic campaign management across planning, activation, and optimization phases. The platform is complemented by specialized media solutions including Advanced TV, Performance, Creative Solutions, Time and Place, Reaching China, Sustainability Advertising, and Analytics Solutions. MiQ has expanded its portfolio through strategic acquisitions including Grasp (media governance SaaS), Pathlabs (US media execution), Adsmovil (Latin American operations), and Rocket Lab (mobile app growth), each operating as independent business units integrated with the Sigma ecosystem. The company's approach combines proprietary AI technology with data partnerships and human expertise to deliver programmatic advertising services across watching, browsing, and buying channels.
Differentiator
Problem solved
Functional benefit
Brands
- Sigma: AI-powered advertising technology platform that unifies the entire media ecosystem, enabling campaign planning, activation, and optimization across watching, browsing, and buying data.
Products and services
- MiQ Sigma MiQ's award-winning AI-powered advertising technology platform that unifies the entire media ecosystem, enabling advertisers and agencies to plan, activate, and optimize programmatic campaigns across watching, browsing, and buying channels in a single platform.
- Advanced TV Media solution for connected TV and advanced television advertising that enables brands to reach audiences across CTV, YouTube, and OLV with data-driven targeting and measurement.
- Performance Performance-focused media solution delivering data-driven strategies for measurable outcomes including app installs, lead generation, and conversion optimization.
- Creative Solutions Creative advertising solutions including high-impact branding, dynamic creative optimization, and chatbot solutions for engaging audiences across digital channels.
- Time and Place Contextual and location-based targeting solution enabling advertisers to reach audiences at optimal moments in specific geographic locations.
- Reaching China Specialized solution for international brands seeking to reach Chinese audiences across major Chinese platforms and media channels.
- Sustainability Advertising Sustainable advertising solutions helping brands reduce carbon footprint while maintaining campaign effectiveness, including green scores and carbon offsetting capabilities.
- Analytics Solutions Data science and analytics services providing insights through connecting datasets, modernizing media measurement, and attention analytics.
- In-housing Solutions Services helping brands bring programmatic capabilities in-house through training, technology, and support.
- Grasp SaaS platform for digital media governance and data integrity used by over 8,000 users worldwide including major brands and agencies; addresses overspend and data loss challenges.
Quantifiable outcome
- $2.22 in value generated per $1 spent in Sigma campaigns vs standard programmatic setups
- +9 more outcomes
Companies that use MiQ
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles3 records
MiQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability8 records
Feature8 records
MiQ partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and supporting.
- Ammonia Energy Association (AEA)corePartnership to launch AEA Ammonia Certification System, a global voluntary certification system for transparent international trade of low-emission ammonia. MiQ built and operates the global registry for independently verified carbon footprint and origin data. System entered pilot phase October 2025.
- Rocket LabcoreAcquisition of Miami-headquartered mobile app growth company Rocket Lab. Rocket Lab operates as an independent business unit under MiQ with founder Juan Echavarria Coll remaining as CEO. Integration brings specialized in-app user acquisition capabilities to Sigma platform across Latin America, EMEA, and APAC markets.
- Deep SynccoreExpanded partnership enabling political campaigns to convert voter file data into addressable digital audiences in under one hour. Partnership achieved up to 53% incremental voter reach improvements during 2024 U.S. election cycle and targets 2026 midterm cycle.
- AdsmovilcoreAcquisition of Adsmovil's Latin America business creating the region's largest independent programmatic solution. Adsmovil brings mobile-first audience segmentation, retail media, and DOOH capabilities across 12 markets. Alberto 'Banano' Pardo becomes Chairman of MiQ LatAm while Adsmovil's U.S. business operates separately.
- ComscoresupportingMiQ's dedicated political division included as activation partner for Comscore and Yahoo DSP's Proximic Political Audiences product targeting CTV political advertising for 2026 election cycle.
- PubMaticcoreMiQ is an initial piloting partner for PubMatic's Decision Fabric containerization layer built on AgenticOS. MiQ runs its decisioning algorithms inside PubMatic's auction infrastructure on live bidstream signals to improve campaign targeting and inventory optimization. Also partner for AgenticOS platform enabling autonomous agent-to-agent advertising.
- TitanOScoreStrategic partnership to integrate Titan OS's TV intelligence into MiQ's Sigma platform, enhancing TV advertising data insights across Europe. The collaboration provides more accurate OS-level consumer insights, allowing advertisers to better plan, activate, and measure TV campaigns. Partnership makes MiQ's TV data footprint the largest and most diverse across continental Europe.
- PathlabssupportingAcquisition of Pathlabs, a digital media execution services provider for independent agencies in the US. Pathlabs operates as an independent unit within MiQ to enhance programmatic capabilities for the independent agency segment.
- GraspsupportingAcquisition of French media governance and data quality company Grasp. Grasp operates as an independent business unit under MiQ, adding a SaaS platform addressing digital media governance and data integrity challenges. SaaS suite used by over 8,000 users worldwide.
- Yahoo DSPcoreIntegration with Yahoo DSP for campaign activation across premium digital inventory. MiQ's Sigma platform connects with Yahoo DSP for programmatic buying capabilities.
- The Trade DeskcoreIntegration with The Trade Desk for programmatic campaign activation and audience targeting across connected TV, mobile, and display inventory.
- Google Marketing PlatformcorePartnership for campaign activation and measurement across Google ecosystem including YouTube and DV360.
- CircanacoreData partnership providing retail and consumer data integration into Sigma platform for enhanced audience targeting and measurement.
- AWScoreAWS infrastructure supports MiQ's Identity Spine, enabling efficient processing of data for cookieless identity graph solutions. Case study published on AWS website highlighting 3.6TB daily data unification.
- EvertunesupportingData partnership for TV intelligence integration into Sigma platform.
- Samba TVsupportingPartnership for TV viewing data and household-level audience insights integration.
- MagnitecoreMiQ is an active testing partner for Magnite's SpringServe platform AI capabilities including anomaly detection, dynamic pricing, and agent-based buyer tools. MiQ accesses Disney Advertising inventory through Magnite's platform for testing agentic AI capabilities.
- Yahoo DSPcoreMiQ is a launch partner for Yahoo DSP's agentic AI capabilities, integrating AI agents that autonomously execute campaign operations including campaign activation, troubleshooting, and audience exploration.
Scale indicators12 records
Recent moves8 records
Expansion highlights7 records
MiQ competitors and assessment
Company assessmentDirect peers
- The Trade Desk: The Trade Desk is a leading independent DSP that MiQ explicitly integrates with for campaign activation. Both compete for the same agency/brand programmatic spend and overlap in omnichannel inventory access, AI-driven optimization, and CTV focus.
- Adform: Adform is a European-headquartered, independent programmatic ad-tech platform offering DSP, DMP, and creative tools. Like MiQ, it is a partner-agnostic independent competing against walled gardens, with strong EMEA presence.
- MediaMath: MediaMath is an independent demand-side platform serving agencies and brands with programmatic buying. Both compete for the same advertiser budgets on omnichannel campaigns, though MediaMath is more platform-pure while MiQ layers services on top.
Emerging players
- Scibids: Scibids is an AI-powered bid optimization engine for programmatic campaigns. It directly competes with MiQ's Trading Agent capabilities by offering algorithmic decisioning that agencies and DSPs plug into.
- DoubleVerify: DoubleVerify provides AI-powered ad verification, measurement, and optimization across CTV and digital. Its Total Measurement capabilities overlap directly with MiQ Sigma's optimization and measurement stack.
Broad incumbents
- Magnite: Magnite is the largest independent SSP for CTV, video, and display. MiQ is an active testing partner on Magnite's SpringServe platform, and both target CTV-driven omnichannel programmatic budgets, though on opposite sides of the buy/sell split.
- Pubmatic: Pubmatic operates a leading supply-side platform and the AgenticOS decisioning fabric that MiQ runs its algorithms inside. It is a core infrastructure partner for Sigma but also an ecosystem competitor in the agentic AI ad-ops layer.
- Mediaocean: Mediaocean provides the Prisma platform spanning planning, buying, and workflow tools for agencies. It is a broader incumbent in the same agency-tech value chain MiQ serves, with overlapping RFP management and omnichannel planning capabilities.
Others
- Dentsu / Carat (agency trading desk): Dentsu's agency trading desks (including Carat, cited as a Sigma customer) are both major clients and adjacent competitors building proprietary programmatic capabilities. They represent the holding-company demand MiQ serves and the in-house buildout it competes against.
- GroupM / Wavemaker (agency trading desk): GroupM trading desks such as Wavemaker (a MiQ customer) increasingly develop proprietary programmatic tools. They sit between MiQ's buyer-platform position and advertisers, and are simultaneously key customers and emerging competitors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MiQ social profiles
Digital presenceMiQ compliance and trust
Trust signalCompliance3 records
MiQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
MiQ leadership team
Management profileNumber of profiles
Profiles19 records
MiQ subsidiaries and ownership
Company hierarchySubsidiaries4 records
MiQ funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MiQ M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MiQ
What does MiQ do?
MiQ is a global programmatic media partner that sells the AI-powered Sigma platform alongside expert programmatic trading services to advertisers and agencies. The company enables campaign planning, activation, and optimization across watching, browsing, and buying consumer behaviors by unifying 2.5PB of data across 600+ feeds and 700 trillion signals. Supporting offerings include Advanced TV, Performance, Creative Solutions, Sustainability Advertising, Analytics, and the Grasp media governance SaaS platform.
Is MiQ a public or private company?
MiQ is a private company. It is classified as private equity controlled and is currently operating.
When was MiQ founded?
MiQ was founded in 2010. It employs 501 to 1,000 people.
Where is MiQ based?
MiQ is headquartered in Holborn, United Kingdom, in the Europe region.
How does MiQ make money?
Two revenue lines are on record. Programmatic Media Services are the primary driver. The others are sigma Platform Licensing.
Who are MiQ's main competitors?
Direct peers on record are The Trade Desk, Adform and MediaMath. Emerging players are Scibids and DoubleVerify. Broad incumbents are Magnite, Pubmatic and Mediaocean. Others are Dentsu / Carat (agency trading desk) and GroupM / Wavemaker (agency trading desk).
Does MiQ have an API?
No public API is recorded for MiQ.