MiQ launches Sigma platform in Latin America following Adsmovil acquisition

The entry of an independent programmatic giant like MiQ into Latin America signals a shift toward sophisticated, cross-channel measurement in a region often dominated by mobile and social walled gardens. By integrating OS-level data and AI-driven automation, MiQ aims to provide advertisers with a unified view across fractured CTV and digital ecosystems. This move pressures regional incumbents to improve their data transparency and attribution models as streaming ad spend in the territory climbs. Watch for the performance metrics of the new Sigma Planning Agent and its ability to convert natural language prompts into actionable regional media plans.

The launch of Sigma follows MiQ's March 2026 acquisition of Adsmovil’s Latin American business, a transaction that created the region’s largest independent programmatic provider with over 150 employees and access to 400 million unique IDs, per PPC Land. This strategic consolidation addresses a market where digital ad spend is projected to reach $50.1 billion in 2026. Research from Omdia, cited in January 2026, indicates that Latin American media revenues are growing at 10.7% annually, significantly outpacing the 6.9% growth rate seen in the U.S. market.

Central to this expansion is the deeper integration of hardware-level data. In late 2025, MiQ partnered with Barcelona-based Titan OS to gain exclusive managed-service access to operating system-level viewing signals across 20 million connected TVs. This partnership allowing brands to track session-start-to-end behavior across both linear and streaming apps. According to IMARC Group, February 2026 data shows that Brazil remains the regional heavy-hitter, with e-commerce growing at 14.3% and driving massive demand for mobile-first programmatic tools.

Simultaneously, the industry is moving toward 'agentic' advertising frameworks. In early 2026, MiQ’s Trading Agent was integrated into PubMatic's AgenticOS, an operating system designed for autonomous ad execution. This aligns with broader regional trends noted by Research and Markets in early 2026, where retail media networks like Mercado Libre Ads and social commerce on platforms like TikTok are forming an interconnected performance ecosystem. These moves highlight a broader industry pivot toward using AI to manage the high volume of daily digital interactions that have traditionally made unified measurement in Latin America difficult.