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Title
Turning 700T Customer Signals into Media Intelligence
…o Login Contact Us Try Databricks Customer Stories / MiQ Digital CUSTOMER STORY Turning 700T customer signals into media intelligence 40,000 Number of campaigns for more than 2,300 advertisers powered by Sigma (si…
Company
MiQ
…rity and Trust Ready to get started? Get a Demo Login Contact Us Try Databricks Customer Stories / MiQ Digital CUSTOMER STORY Turning 700T customer signals into media intelligence 40,000 Num…
Description
MiQ, a global programmatic media partner, built Sigma, an advertising platform on the Databricks Data + AI Platform, to unify more than 700 trillion fragmented customer signals across watching, browsing and buying activity into a single governed intelligence layer. Data flows through a medallion architecture on Delta Lake with Unity Catalog governance, and Databricks SQL serves dashboards, Genie Spaces and agent queries. MiQ built a Planning Agent using two Genie spaces (unified consumer signals and historical campaign data) plus Vector Search to translate natural-language audience descriptions into activation segments, letting non-technical marketers go from audience discovery to media plan recommendations in minutes instead of days. Sigma has powered over 40,000 campaigns for more than 2,300 advertisers since launch, with campaigns returning 2.2x the ROI of standard programmatic campaigns; campaign planning and analysis that once took 6+ hours now takes roughly 5 minutes, and AI-assisted optimization workflows cut storage needs by 50%.
…n-making. The business impact is already immediate across campaign performance. Sigma has powered over 40,000 campaigns for more than 2,300 advertisers since launch and won multiple technology awards. MiQ’s use of Genie-powered agents has enabl…
Problem
There were too many data silos. Teams worked across separate internal platforms for traders, sellers and analytics, each with its own pipelines and data stores. Governance was fragmented across Hive Metastore workspaces, making privacy, lineage, access control and reusable data products harder to manage consistently.
…MiQ’s existing environment made that level of intelligence difficult to scale. “There were too many data silos. Teams worked across separate internal platforms for traders, sellers and analytics, each with its own pipelines and data stores,” explained Abhishek Pandey, Globa…
Implementation approach
Building the Planning Agent required more than connecting an LLM to enterprise data. The team developed an agentic execution framework capable of maintaining context across sessions, minimizing latency and producing more consistent, trustworthy outputs. To improve accuracy, MiQ combined automated evaluation techniques with human feedback loops to establish a gold standard for campaign recommendations and planning outcomes.
…sumer intelligence, internal knowledge hubs and live campaign performance data. The team developed an agentic execution framework capable of maintaining context across sessions, minimizing latency and producing more consistent, trustworthy outputs. To improve accuracy, MiQ co…
Business value
Campaign planning and analysis that once took 6+ hours can now happen in roughly 5 minutes through agent-assisted workflows. Sigma has powered over 40,000 campaigns for more than 2,300 advertisers since launch, with campaigns returning up to $2.22 in value for every $1 spent compared to standard programmatic campaign setups, and AI-assisted optimization workflows reduced storage by 50%, saving $85K per year.
…gn optimizations leading to better results - testing shows that Sigma campaigns return up to $2.22 in value for every $1 spent when compared to standard programmatic campaign setups. By bringing governed data and AI into day-to-day campaign workflows, teams can…
Industry
Media & Entertainment
…MIQ's talk at Data + AI Summit 2026 to learn more. Share this post Details Industry : Media & Entertainment Use Case : Analytics and Business Intelligence , Application Development , Arti…
Technology
Delta Lake, Unity Catalog, Databricks SQL, Databricks Genie, Vector Search, Agent Bricks
…on across audience behavior, campaign performance and media planning questions. Vector Search helps turn natural language audience descriptions like “people who enjoy baking with chocolate in New York” into actionable activ…
Business functions
Marketing
…make it better. A key element to this is building AI-powered intelligence that, gives marketers and their agencies a platform- and data-agnostic way to turn customer engagement signals into better campaign…
AI capabilities
Agentic AI, Conversational AI, Generative AI
…y baking with chocolate in New York” into actionable activation segments, while foundation model integrations support things like ranking and persona generation. With the Planning Agent, non-technical marketers can use natural language to g…
Deployment options
cloud
…Applications , Data Warehousing , Governance and Security , Data + AI Platform Cloud : AWS Product : Agent Bricks , AI/BI , Delta Lake , Unity Catalog Ready to get starte…
