For programmatic media specialist MiQ, Cannes has been a chance to showcase MiQ Sigma, its new AI-powered platform designed to help unify the fragmented programmatic ecosystem. As MiQ’s UK chief commercial officer Zuzanna Gierlinska explains, Sigma uses AI to unify and visualise a wide range of signals, to create unique audiences for advertisers to target, and to push out campaign updates and optimisations across multiple demand-side platforms.
But while MiQ Sigma can help marketers spot underserved audiences and set up optimised campaigns based on MiQ’s vast bank of historical trading data, the human user still has a big role to play. As Gierlinska puts it, “you can’t have smart artificial intelligence without exceptional human intelligence building it, prompting it, and monitoring it”.
In this interview, Gierlinska also discusses the types of data which feed into Sigma, and the principles behind the new tool. Filmed in Cannes.
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