The new partnership will see VOZ currency data for linear television and broadcast-video-on-demand (BVOD) brought into MiQ’s TVi product, which is housed on its AI platform Sigma.

As a consequence, MiQ said that it expected the VOZ data to boost Sigma’s ability to forecast audience behaviour, optimise budget allocation and carry out media planning.

VOZ became Australia’s official trading currency in December 2024 and is used by the media industry to understand viewer behaviour, assist in programme development and advertising planning, and to gauge the performance of television programmes, broadcasters and advertising campaigns.

MiQ managing director for Australia and New Zealand, Fiona Roberts, said “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.

“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.”

OzTAMchief executive Karen Halligan added: “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.

“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.”