MiQ brought clients and agencies together at Crown Towers Sydney to showcase its new Sigma platform, outlining its 2026 roadmap and future partnerships.

MiQ has launched its inaugural MiQ House event in Sydney, using the three-day gathering to unveil its new programmatic technology platform, Sigma, and set out priorities for 2026.

Held on the 88th floor of Crown Towers' Presidential villa, MiQ House welcomed more than 100 guests from agencies and brands. The event combined client sessions with demonstrations of Sigma, which the company describes as the first technology able to unify the programmatic ecosystem.

MiQ House

Sigma brings together more than 300 data feeds and 700 trillion consumer signals to provide insights into viewing, browsing and purchasing behaviour. Powered by AI, the platform supports planning, audience curation and activation across digital environments.

Future priorities and partnerships

MiQ used the event to outline its 2026 pillars, including the expansion of its "TV is everywhere" message through investment in total TV planning across BVOD, SVOD, YouTube and social video. The company also plans to grow its commerce offering through new data partnerships and maintain its "people powered, tech enabled" positioning.

Two recent partnerships were highlighted: with OzTAM, integrating VOZ currency data into MiQ's cross-platform tool TVi, housed within Sigma, and with Lifesight, enabling advanced location intelligence and measurement. Additional partnerships are expected to follow.

Industry response

Marcelle Hoyek, National Managing Director, iProspect, said: "We saw some incredible technology at MiQ House. The breadth of capability it provides for our clients is way beyond what we expected. It's super impressive for our clients and our business moving forward."

MiQ House

Simon Rutherford, CEO, Slingshot, added: "MiQ has been in AI for 15 years and their experience is showing through in terms of how they've utilised the range of data that's available to them. I'm excited about the range of different options and the ability to create a bespoke Sigma platform tailored to how partners and their clients need to view it."

Showcasing Sigma in Sydney

Across six sessions held over three days, attendees were hosted against the backdrop of Sydney Harbour and dined with menus from Oncore, Nobu, Woodcut and a'Mare.

Chris Freel, MiQ Chief Revenue Officer ANZ, said: "It was fantastic to bring our key client and agency partners together at MiQ House to showcase our Sigma technology platform and share our exciting roadmap for 2026. The week was full of great conversation, demonstrations, and discussion around how we can drive great solutions and outcomes through the Sigma platform."

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Related Items:Chris Freel, Marcelle Hoyek, MiQ, MiQ House, Simon Rutherford