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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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£7 billion East West Rail Oxford to Milton Keynes row reignites

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The dispute that halted the much-anticipated introduction of new trains to Milton Keynes looked to be coming to be coming to an end.

The Government has been pushing for ‘Driver-Controlled’ or ‘Driver-Only Operation’—a cost-saving method introduced widely on London commuter lines in the 1980s, a move widely condemned by trade unions.

The Department for Transport’s (DfT) plan for trains to be staffed by a driver and a customer service inspector seemed to solve the dispute.

But this did not meet the The National Union of Rail, Maritime and Transport Workers (RMT)’s demands.

The union has been opposing plans to use driver-only trains between Oxford and Milton Keynes Central.

Although the line between Bicester and Bletchley has technically been open since 2024, it has only been used by freight, charter, and test trains.

Chiltern Railways was chosen as the operator and has been advertising for customer service inspectors, instead of guards.

However, these inspectors would not be considered ‘safety-critical,’ meaning the driver would be responsible for opening and closing the doors.

Chiltern Railways stated it has made significant progress in preparing for the line to open to scheduled passenger trains, but no date has been announced.

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East West Rail Action Group protesting outside Bletchley stationEast West Rail Action Group protesting outside Bletchley station (Image: Diana Blamires)

The company said it is continuing to work closely with the The Department for Transport, trade unions, and industry partners.

The National Union of Rail, Maritime and Transport Workers general secretary Eddie Dempsey insisted on the necessity of a guaranteed safety-critical second person aboard trains, citing their essential role in handling a wide range of duties and responding appropriately to ‘dangerous and fast-moving’ situations.

He said: “We need a clear commitment from Chiltern that East West Rail services will not be Driver Only Operation and that a second safety-critical member of staff will be guaranteed.”

Chiltern Railways is set to be renationalised on September 20, when it will be taken over by DfT Operator in preparation for Great British Railways.

45 drivers have been recruited for the new service, but no guards.

The project delays have already taken a significant financial toll.

Six two-carriage trains have accumulated £2.6m in costs due to delays in their lease.

Currently idle in a Bletchley depot, these units are costing the Department for Transport money without generating any fare income.

The Government previously said trains from Oxford to Milton Keynes are being lined up to appear in the December rail timetable.

In a written statement, rail minister Lord Peter Hendy said: “Chiltern worked with Network Rail, the Department for Transport and other operators on the December 2026 timetable and services have been timetabled between Oxford, Winslow, Bletchley and Milton Keynes.”





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Tech firms back Boycott Your Bed sleepout across UK

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SOFIAH NICHOLE SALIVIO

News Editor

More than 100 technology companies have signed up for Boycott Your Bed 2026, a charity sleepout expected to bring together more than 500 participants across four UK cities.

Participants from companies including Accenture, PwC, Hewlett Packard Enterprise, Siemens and Barclays are due to spend a night outdoors as part of the annual fundraiser for Action for Children. The event will take place in London, Glasgow, Manchester and Leeds.

Now in its 29th year, Boycott Your Bed has become a longstanding fixture in parts of the UK technology sector. Organisers say it has raised GBP £14.6 million for Action for Children since launching in 1998.

The sleepout aims to raise both money and awareness for vulnerable children, young people and families across the UK. Action for Children operates 342 services in communities, schools and online, and says it helped more than half a million children, young people and families in the last year.

Recent government figures cited by organisers show that more than four million children in the UK are growing up in poverty. Against that backdrop, the event asks participants to spend one night outside as a reminder of the insecurity some families face.

Although the fundraiser is open to individuals and teams from any industry, it has attracted strong backing from the technology community for nearly three decades. This year’s participating businesses also include Capgemini, Red Hat, Burberry, Specsavers, Irwin Mitchell, Kier Group and Sparta Global.

Organisers present the event as both a fundraising effort and a meeting point for people across the sector. Its mix of senior leaders, partners, customers and technology professionals has helped give the sleepout a profile beyond that of a conventional charity initiative.

Sector gathering

The level of corporate involvement suggests companies still see value in cause-led events that also create space for professional networking. In a market where firms face pressure to show social impact while maintaining industry ties, Boycott Your Bed has carved out a role that does both.

That dual purpose appears to be part of the event’s staying power. With registrations still open for a limited period, organisers expect further sign-ups before the sleepout takes place.

For Action for Children, the event provides a significant fundraising channel linked to a business audience with long-standing ties to the charity. For participating companies, it offers a visible way to support a national children’s charity while bringing staff and contacts together in an informal setting.

The format is simple: individuals and teams commit to one night outdoors in organised sleepouts staged simultaneously across the four cities, with fundraising tied to participation.

Long record

Boycott Your Bed began as a campaign to raise awareness and funds and has grown into one of the larger recurring charity gatherings associated with the UK technology industry. Organisers say more than 100 companies have already registered for this year’s edition.

The range of names on the participant list points to support from consulting firms, financial services groups, industrial businesses and software companies. That gives the event a broader corporate base than a niche sector fundraiser, even though its roots remain closely tied to the technology industry.

Ken Deeks, vice president and founder of Boycott Your Bed, commented on the scale of support and the purpose behind the event. “Understanding the reality of these challenges has been both eye-opening and deeply moving. Boycott Your Bed raises awareness of issues that can often remain hidden from view. The response from the technology community continues to be incredible, with more than 100 companies already signed up and many more expected to join before October. We anticipate more than 500 sleepers on the night, creating a fantastic opportunity for people from across the sector to come together. Importantly, sleepers will play a direct role in supporting Action for Children’s work with vulnerable children, young people and families across the UK,” Deeks said.



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Morrisons to clean up overgrown land at Bicester store

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The UK supermarket chain is working to clean up land at its Bicester store in Villiers Road, after residents raised concerns about overgrown vegetation and litter.

The issues were highlighted by local resident Jamie Jessett, who said parts of the property appeared neglected and in need of maintenance.

Concerns focused on the permeable paving area at the front of the store, where weeds have reportedly spread across much of the surface.

Morrisons Daily to clear overgrown vegetation and litter at a ‘below acceptable standards’ Oxfordshire site (Image: Jamie Jessett)

He also raised issues about the rear yard and garage area, including overgrown brambles and weeds, as well as accumulations of litter and debris.

He said: “There is a duty to keep land clear of litter and reasonably tidy and the current condition falls well below acceptable standards, affecting public safety.”

Further concerns were expressed about discarded needles, suspected drug use and anti-social behaviour in the rear area, which borders a public play area used by children and families.

“I am very concerned”, he added, “Families and their young children are leaving or entering the play area behind the shop, which is about 20 footsteps into the tree area where I found a needle in 2023. The safety of the public needs to be taken more seriously.”

The freehold of the Morrisons Daily premises is held by Alliance Property Holdings Limited, a subsidiary of Morrisons.

Responding to concerns about the site, a Morrisons spokesperson said action was already underway.

They said: “We are already working with our maintenance team to clean up the land owned by Morrisons.

“Please note that the area behind the shops is private property and strictly off-limits to the public.”





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