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MiQ expands Sigma in UK with new measurement tools

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MiQ has expanded its Sigma advertising platform in the UK with two new tools, adding measurement and browsing analysis functions for marketers.

The UK launch is part of a broader expansion of Sigma, which MiQ describes as an AI-based system that turns consumer signals into advertising decisions.

Sigma Total Measurement is designed to show marketers how different channels contribute across the consumer journey. The tool is intended to help users assess where media spending works together and where budgets could be reinvested.

A second addition, Browsing Intelligence, focuses on consumers in the consideration stage before purchase or donation. It draws on behavioural, contextual, attention and AI trend data to help brands identify and reach people during what marketers often call the mid-funnel stage.

The expansion follows a year in which Sigma was used in more than 40,000 campaigns by over 2,300 advertisers worldwide, according to MiQ. Testing found Sigma campaigns returned £2.22 in value for every £1 spent, compared with standard programmatic campaign setups.

MiQ attributed that performance to the platform’s use of a large pool of data and its ability to make decisions across a fragmented digital market. Consumers now move between watching, browsing and buying across more than 2,500 digital interactions a day, the company said, increasing the need for systems that can process signals quickly.

The latest version also expands the data underpinning Sigma. MiQ said its data spine now includes more than 600 feeds and 2.5 petabytes of information, with sources including Circana, Titan OS and Evertune, as well as broader AI architecture integrations with Databricks.

Sigma is used by agency groups, independent agencies and advertisers directly in the UK. The platform can activate campaigns across 16 media environments spanning the open web and large closed platforms including Google and YouTube, according to MiQ.

John Goulding, Global Chief Strategy Officer at MiQ, said the challenge for advertisers has changed as audiences spread across more digital services. “As consumers move across video, social, commerce and emerging AI chat platforms, the challenge for marketers has shifted. The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to bridge that gap.”

Agency use

An early UK example came from independent agency Beyond, which used Sigma in a connected television campaign for Alzheimer’s Research UK.

“Sigma delivers on two crucial elements every agency looks for in AI: deep data intelligence and activation at scale. We’ve been really impressed by Sigma’s ability to leverage AI to connect data and channels instantly and deliver the results our clients want. We’ve already seen this with Alzheimer’s Research UK, where our connected TV campaign drove an eight-fold increase in consideration to donate. I’m excited about this latest evolution and the opportunity to create even more value for our clients,” said Cox.

The case study shows how MiQ is positioning Sigma in a crowded ad technology market, where measurement and signal loss have become central concerns for agencies and brands. Marketers are under pressure to show not only immediate media results but also how spending influences later consumer action across platforms.

Alfie Atkinson, UK Chief Executive Officer and Executive Chairman, Canada, at MiQ, said the latest changes were intended to give advertisers more confidence in campaign decisions. “AI is creating an opportunity to reimagine the media and adtech industries in a more connected way, but too much of the conversation is still focused on potential rather than proof. With Sigma, MiQ has already been showing what AI can deliver, and these latest innovations take that even further by giving brands and agencies a clearer view of performance and greater confidence in the decisions driving growth.”

MiQ, founded in London, operates from more than 33 offices worldwide. Sigma is live across all of its operating regions, with the latest UK additions available immediately alongside rollout in the US, Canada, Australia and other international markets, the company said.



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Oxford pubs shut over protest fears during England World Cup

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The controversial, ultra-nationalist figure, whose real name is Stephen Yaxley-Lennon, is expected to speak at the Oxford Union debating society in St Michael’s Street today (Wednesday, June 17).

He will debate a motion on whether the West is ‘right to be suspicious of Islam’, with actor Laurence Fox and politician Sir Jacob Rees-Mogg also due to speak

Tommy Robinson, who has multiple convictions for offences including assault, using a fake passport, mortgage fraud and contempt of court, will debate (Image: PA Media)

Fears among local hospitality businesses, including pubs, restaurants, and coffee shops, have risen as a large demonstration has been planned ahead of the speaker’s arrival.

Multiple reports say as many as five roads are set to be closed from 4pm in preparation, including: St Michael’s Street, Cornmarket Street, Queen Street, Market Street, and Ship Street.

Oxfordshire County Council only confirmed St Michael’s Street would be shut due to the event.

But businesses told the Oxford Mail that county council officials had informed them their streets would be impacted. University of Oxford also posted on social media that Thames Valley Police had told them of the five road closures.

Oxford Union in St Michael’s Street (Image: Roger Askew)

Businesses, particularly pubs who will be closing are concerned about staff and public health and safety and a loss of revenue, on what should be the busiest time for them due to the World Cup.

The Jolly Farmers Pub in Paradise Street said: “Businesses are going to suffer. Communities are going to suffer. Our reputation as a city is going to suffer.”

A pub spokesman confirmed The Jolly Farmers will be closed today for the visit.

The Three Goats Head Pub in St Michael’s Street, next door to the union, is closing from 4pm. It will therefore have to send staff home and will lose business.

Manager Jaz Rai said: “I believe in free speech, but I’m not sure why the decision was made for the first match, they should have thought about it bit more.”

Society Coffee, opposite The Oxford Union society, which usually closes at 5.30pm, will close at 4pm.

It is alleged that The Plough Inn in St Michael’s Street will be closed and boarded up (Image: Newsquest)

The popular Plough Inn in Cornmarket Street, is believed to be closing and boarding up, according to local pub managers.

Multiple closures are planned for businesses in Ship Street, opposite St Michael’s Street (Image: Newsquest)

In Ship Street, two of the three businesses are remaining open. This includes Crosstown, award-winning doughnut sellers, and No.1 Ship Street, award-winning independent restaurant.

Maddie Holloway, a barista at Crosstown in Ship Street, who will be working throughout the planned demonstration (Image: Newsquest)

Maddie Holloway, barista at Crosstown, will be working during the protest. She said: “There’s been many protests on St Michael’s Street before but they haven’t come here but we would close if there was a danger.”

Manager Jose Toro of New Ground Coffee in Ship Street is closing from 4pm. He said Oxfordshire County Council came to the business to warn them to not have property, such as tables and chairs, outside.

He said: “It’s out of our control but from a business perspective you can’t just shut down the city without asking anyone.”

The White Rabbit in Friars Entry is closing from 4pm to protect customer and staff safety, despite major business losses (Image: Newsquest)

White Rabbit in Friars Entry is closing from 4pm. General manager Edward Whinney, has prioritised staff and public safety, despite a major financial loss.

He said the closure was important as pub closures across the city could push football fanatics and protestors into nearby streets.

He said: “I was really shocked that at a time where there is so much division and anger, the Oxford Union society, which is supposed to hold constructive debates, is choosing speakers where any proper agreement is going to be lost – It is really irresponsible and I think it’s about making a statement.”

He has had to cancel 70 table bookings, losing 20 per cent of business.

He said: “I will fiercely defend free speech, but it’s staggering that businesses who need the help the most are going to be affected the hardest.

“Our first priority is making sure people are safe and happy, so we didn’t want to risk any consequences on our staff and customers.”

The Grapes in George Street is staying open for the first England World Cup game.

Manager Phoenix Herald called the timing of Tommy Robinson’s visit “ironic” but said the historic beer house is “on alert but not letting it dictate” them.

It will have extra security in the form of bouncers with town radio connections and a ‘just in case’ action plan.

Anneliese Dodds has called the behaviour of Oxford Union’s leadership (Image: Constituency office of Anneliese Dodds)

Anneliese Dodds, Labour MP for Oxford East, has called the behaviour of Oxford Union’s leadership “damaging” to the city.

She said: “The Oxford Union’s decision to host Stephen Yaxley-Lennon has already been rightly criticised for ignoring the views of Oxford residents concerned about its impact on community relations.

“Now it appears local businesses are also worried that they could be targeted by supporters of Yaxley-Lennon and the division he promotes.

“When will the Oxford Union’s leadership realise their behaviour is damaging our city?”





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CyberNorth & Check Point bring summit to Newcastle

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CyberNorth and Check Point will host the Cyber Leader Summit in Newcastle, bringing Check Point’s summit series to the North East for the first time.

Part of the wider TechNExt programme, the event will bring together cyber security professionals, technology leaders, policymakers and innovators. The Newcastle edition follows previous summits in London and Manchester.

For CyberNorth, the move marks another sign of the North East’s growing role in the UK cyber sector. The organisation supports around 600 businesses and more than 5,000 active professionals across the region, with links to sectors including FinTech, space, maritime and defence.

Check Point, which sells cyber security products and services to businesses and governments, said the summit would focus on issues including AI, quantum technologies, ethics, resilience and skills. Speakers are expected from regional and national organisations, including the BBC.

Regional profile

The summit is backed by the Department for Science, Innovation and Technology, which has promoted stronger cyber practices and wider AI adoption across UK regions. Its support adds a national policy dimension to an event centred on a regional technology cluster.

Jon Holden, Chief Executive Officer of CyberNorth, said: “Bringing the Cyber Leader Summit to Newcastle in collaboration with Check Point is a huge moment for the North East cyber scene. The fact that this nationally recognised roadshow is coming to the region, following events in London and Manchester, is a clear indication of the growing reputation and capability of the North East. The region is home to exceptional cyber talent, innovative businesses and a highly collaborative ecosystem. Through key events such as the Cyber Leader Summit we’re able to bring together industry leaders, innovators and future talent to help strengthen the region’s position as a key player within the UK cyber security landscape.”

The North East has sought to raise its standing as a cyber security centre as part of a broader effort to expand the regional technology economy. CyberNorth added that its relationships with the Department for Science, Innovation and Technology and the Department for Business and Trade have helped raise the area’s profile in the UK and abroad.

Sector links

Its network extends across critical national infrastructure, quantum and other technology fields, giving it reach into both established industries and emerging areas. That cross-sector presence helps make events such as the Cyber Leader Summit useful platforms for introductions, partnerships and discussion between public and private sector participants.

Charlotte Wilson, Head of Enterprise at Check Point Software Technologies, said: “We’re delighted to bring the Cyber Leader Summit to the North East in partnership with CyberNorth and as part of TechNExt 2026. The summit is designed to encourage meaningful conversations around the challenges and opportunities facing cyber security today, from AI and quantum technologies to ethics, resilience and future skills while creating opportunities for collaboration across the wider ecosystem. The North East has a vibrant and fast-growing cyber community, and it’s important for us to support and engage with the organisations, leaders and emerging talent helping shape the future of the industry.”

The event reflects a wider trend of national and international cyber security companies looking beyond London for industry engagement. Regional clusters have become more visible as employers, investors and policymakers respond to demand for cyber skills and the spread of digital risk across sectors.

That has also sharpened attention on how local ecosystems connect with national strategy. In this case, the summit’s agenda is expected to cover both current threats and longer-term issues such as skills development and the effect of emerging technologies on resilience.

A spokesperson at the Department for Science, Innovation and Technology said: “At DSIT, we always look to support the regions in their pursuit of improved cyber security practices and, increasingly, their focus on AI development and its adoption. To strengthen resilience across the UK, it is essential that the regions continue to upskill their businesses and the next generation of professionals in these frontier technologies. That a global leader in cyber tech and AI has chosen to bring their senior leader summit to the North East, is a great indication of the calibre of businesses and potential of the region. I wish the event every success.”



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Oxford pubs closing amid Tommy Robinson ‘unrest’ fears

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The controversial figure, whose real name is Stephen Yaxley-Lennon, is due at the Oxford Union tomorrow evening (Wednesday, June 17).

Yaxley-Lennon has been jailed multiple times for a variety of offences with his significant recent imprisonment in October 2024 for contempt of court.

Five roads, including St Michael’s Street next to the union, will be closed and police will be on stand-by for any unrest.

The Jolly Farmers Pub in Paradise Street said on social media that businesses were “boarding up windows” ahead of Yaxley-Lennon’s visit.

Staff outside The Jolly Farmers in 2022 (Image: The Jolly Farmers)

It said: “Businesses are going to suffer. Communities are going to suffer. Our reputation as a city is going to suffer.”

A pub spokesman confirmed The Jolly Farmers will not be boarding up, but it will be closed today for the visit.

The White Rabbit in Frairs Entry also said it will be closing early today “in solidarity with other independent businesses”.

READ MORE: Travellers at ‘unauthorised site’ in Oxford park after police notice

The pub said it is a “difficult decision”, but said the safety and wellbeing of visitors is “always a priority”.

“We hope everyone in Oxford stays safe this Wednesday,” the pub added. “Now let’s all have a nice cold pint and wait for this all to blow over.”

Meanwhile, the The Handle Bar Cafe and Kitchen also in St Michael’s Street said its licence to trade from the pavement has been revoked temporarily for the day.

Tommy Robinson (Image: PA)

A spokesman said it is due to the road closure and “likely trouble”, adding it too will shut early from 3pm “to keep staff safe”.

One businessman, who asked for him and his business to remain anonymous, said there is “growing frustration” both in businesses that may be affected and within the university at the timing of the debate, referencing other tensions elsewhere in the country.

“Some businesses in the vicinity of the Oxford Union site are definitely considering what steps need to be taken to prevent damage,” he said.

Anneliese Dodds, Oxford East MP, said: “The Oxford Union’s decision to host Stephen Yaxley-Lennon has already been rightly criticised for ignoring the views of Oxford residents concerned about its impact on community relations.

“Now it appears local businesses are also worried that they could be targeted by supporters of Yaxley-Lennon and the division he promotes.

“When will the Oxford Union’s leadership realise their behaviour is damaging our city?”





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