MiQ Highlights AI, CTV Reshape India's Digital Ad Market

Economic Times reports that adtech firm MiQ has launched its AI-powered intelligence platform Sigma in India. Gurman Hundal, global chief executive and co-founder of MiQ, is quoted saying India is MiQ's "fastest-growing revenue market" among the 20 countries where it operates. According to MiQ executives cited by Economic Times, India's advertising expenditure is approaching Rs 2 lakh crore, with digital making up nearly 70% of that spend. The article reports connected TV households in India rose from about 22 million three years ago to nearly 78 million currently, and MiQ executives expect the number to reach 100 million by the end of 2027. Varun Mohan, chief commercial officer India at MiQ, is quoted: "We currently differentiate between linear TV and connected TV, but within a year we will no longer bifurcate them. It will simply be TV users." The article also reports that industry executives view programmatic advertising as the default route for digital campaigns and that demand-side platforms such as DV360, The Trade Desk and Amazon DSP are gaining adoption in India.

The Economic Times reporting highlights three technical drivers that practitioners should track: increased CTV inventory, broader DSP uptake, and AI-enabled orchestration layers. Companies building measurement and attribution systems typically face cross-device identity resolution and latency constraints as CTV scales. Industry-pattern observations: teams integrating campaign optimisation across mobile, CTV and digital out-of-home commonly invest in server-side bidding and unified identity strategies to reduce signal fragmentation.

For the Indian market, the combination of rapid CTV household growth and a high share of digital spend implies an expanding addressable inventory for programmatic buyers. Industry context: similar market inflection points in other regions have shifted media-buy architectures toward unified kitchens of automation, where real-time bidding, creative optimization, and outcome-based measurement are tightly coupled. The Economic Times coverage positions MiQ's Sigma as an "intelligence layer" to connect fragmented consumer signals, a formulation that echoes broader vendor moves to offer cross-channel orchestration.

Monitor reported CTV household estimates and DSP adoption rates as one indicator of programmatic velocity in India. Industry context: practitioners will watch measurement standards (addressability, viewability metrics) and the emergence of deterministic or probabilistic identity solutions at scale. Also observe third-party platform rollouts and partnerships between adtech vendors and broadcasters, which historically accelerate programmatic CTV monetization.

The facts above are drawn from Economic Times reporting of statements and figures attributed to MiQ executives; MiQ has not been independently quoted beyond the items cited in that reporting.