Australia – Global programmatic media partner MiQ has announced a data partnership with OzTAM, the official provider of Australia’s VOZ Total TV currency, allowing the integration of VOZ data into MiQ’s cross-platform planning tool, TVi.
The agreement was revealed during the Sydney leg of MiQ’s “Behind the Screens” roadshow, marking a major milestone as the company accelerates the local rollout of its Sigma platform—the world’s first AI technology designed to unify the programmatic advertising ecosystem.
The partnership will see OzTAM’s VOZ currency data for both linear TV and BVOD (broadcast video on demand) directly ingested into TVi, housed within Sigma. The move is expected to significantly enhance the platform’s ability to forecast audience behaviour, allocate budgets more effectively, and give marketers a planning solution aligned with existing media buying standards.
“When we were looking to launch Sigma into Australia, it was a must to pursue a partnership with OzTAM, given that VOZ Total TV data is the gold standard, industry trading currency,” said Fiona Roberts, managing director for ANZ at MiQ. “Through this partnership, MiQ will be able to provide planning and measurement along with a single platform perspective of viewership across linear, BVOD, streaming and YouTube, for marketers own brands and their competitors, all driving through to activation in multiple DSPs via MiQ’s Sigma platform.”
Sigma currently unites over 300 data feeds and processes 700 trillion consumer signals across TV viewership, online activity, and in-store purchases. Its AI engine is used for improving planning, audience development, and activation across the programmatic chain.
OzTAM’s VOZ (Virtual Australia) serves as the national standard for Total TV measurement, combining broadcast TV and BVOD viewership across devices to deliver de-duplicated, all-screen data used for media planning, trading, and reporting. VOZ officially became the trading currency for the Australian TV industry in December 2024.
“VOZ Total TV data is the trading currency for our industry, so ensuring it’s widely accessible across Australian tools and platforms is simply good practice,” said OzTAM CEO Karen Halligan. “This local integration with MiQ’s global Sigma tool is another step towards ensuring agencies and advertisers can work as efficiently as possible, with consistent, independent audience data. It aligns with our mission of collaborating with industry partners, and follows our recent innovations including a partnership with Netflix, the launch of VOZ Streaming, expanding streaming TV meters in homes, and several big data opportunities.”
MiQ expects VOZ data to be fully accessible within Sigma for client use by Q4 2025.
