MiQ boosts media planning capabilities with Titan OS data
The managed service programmatic media partner MiQ has secured access to OS-level data and inventory from Titan OS across Europe. The data is available to use immediately, but starting in Q1 2026 will be more deeply integrated into MiQ’s AI-powered Sigma programmatic platform.
The Sigma platform was launched earlier this year and is designed to help MiQ traders make even better media planning decisions. It analyses trillions of consumer signals including what people are watching on TV, browsing on the web and buying in stores.
Media is then bought programmatically across BVOD, SVOD, AVOD, FAST, YouTube and other digital video, plus display, DOOH and audio. Among other things, MiQ has access to owned-and-operated FAST inventory on Titan OS smart TVs through its CTV marketplace.
MiQ says it is the first to license Titan OS log level data and becomes the only managed service partner with direct access to Titan OS data across Europe. A managed service programmatic provider is a specialist partner that plans, buys, manages and optimises campaigns on behalf of media agencies or clients.
The aggregated, privacy-compliant OS-level data from Titan includes insights about how a user interacts with the television set from the moment they start a TV session to when it ends. Thus, session start, home screen interaction, navigation, app launch and TV viewing are all understood.
MiQ points out that this ‘OS-level intelligence’ provides a more systematic understanding of viewing consumption than automatic content recognition (ACR) data alone.
MiQ has a long-standing data partnership with Samba TV, and the addition of Titan OS means it will have access to signals from a total of 20 million connected TVs in Europe.
Like other TV OS level data, the Titan OS intelligence covers viewing across both linear broadcast and streaming environments. It therefore contributes to cross-publisher and cross-platform campaign reach and frequency optimisation, and to a unified view of audiences generally.
Access to Titan OS home screens
The deal also gives MiQ access to Titan OS home screen video inventory in Europe for the first time. MiQ calls this a “mass reach opportunity for advertisers, even among ad-free TV subscribers”. The company stresses that the home screen is the first interaction every viewer has with their television.
Alfie Atkinson, CEO at MiQ UK (pictured), says: “For years, marketers have said TV is too fragmented and they need better connectivity between digital and TV to drive measurable results. This partnership delivers exactly that.
“By bringing Titan’s OS-level intelligence from millions of European households into our Sigma platform, we give advertisers a single, connected view of what people are watching and the ability to act on it. This boosts our cross-channel insights, strengthens our agnostic data strategy, and connects the fragmented world of TV.”
Titan OS has been focused on improving the TV user experience with a personalised user interface that includes tailored recommendations. The company partners with television set manufacturers as well as content owners to create the ecosystem where advertisers can reach streaming audiences.
According to Jacinto Roca, CEO at Titan OS: “Our mission is to make TV data more accessible and actionable for advertisers. By partnering with MiQ, we can bring the accuracy and depth of OS-level intelligence into the heart of TV strategy.
“This allows brands to quantify incremental reach versus traditional TV consumption, uniquely, and to apply frequency capping across both linear and streaming environments – something only a TV operating system can truly report on.
“Together, we’re helping advertisers drive smarter outcomes and making every TV impression count.”
MiQ operates in Europe, APAC, North America and LatAm. Globally it obtains viewing insights from 11 data partners and 90 million households. The second-by-second data inputs it receives include ACR, set-top box data and streaming signals.