MiQ and Lifesight partner on location data for Sigma Platform

Programmatic media partner MiQ and Lifesight, a provider of location intelligence and measurement solutions, have partnered up for the Sigma Platform, announced at MiQ’s “Behind the Screens” roadshow series in Melbourne.

MiQ’s recently launched Sigma technology is an AI platform designed to unify the programmatic ecosystem. The partnership will see Lifesight’s location-based movement data integrated into Sigma for cross-channel planning, audience targeting, and measurement.

Sigma brings together more than 300 data feeds, covering 700 trillion consumer signals from TV viewing, online browsing, and in-store purchasing. AI is applied to improve planning, audience development, and activation for brands and agencies.

MiQ positions Sigma as a platform that connects the programmatic ecosystem in one place.

Lifesight provides consent-based data and modelling capabilities, along with an AI-powered platform that incorporates marketing mix modelling, incrementality testing, and causal attribution to deliver performance insights for marketers.

"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," MiQ Managing Director ANZ, Fiona Roberts, said.

"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.”

Peter Madani, Lifesight Director of Sales and Partnerships APAC, 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 partnership follows MiQ’s recent deal with OzTAM to integrate VOZ currency data into its TVi platform, enabling cross-platform planning and measurement across linear TV, BVOD, streaming, and YouTube.

Top image: Fiona Roberts, Peter Madani

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