MiQ

So what

Use this specifically for audiences you cannot reach anywhere else, not as a default video buy — the value is the exclusivity of who is watching, not just reach.

So what

This is a top-funnel, awareness-first buy by design. Judging it on direct-response metrics like CTR misplaces what the channel is actually for.

So what

Positioned as the value channel of the three video types — reach for the budget it costs, not the precision of YouTube.

So what

The dedup claim matters operationally — without it you risk double-counting and double-paying for the same viewer across YouTube and Meta in the same campaign.

So what

Built specifically for upper-funnel campaigns where standard viewability (was the ad on screen) does not tell you whether it actually registered. Reach for this when the question is attention quality, not just delivery.

So what

The in-flight part is the operational detail that matters — this is built to let you optimize mid-flight, not just report after the campaign ends, so check it during the campaign, not only in the wrap report.

So what

This is only as good as the Lifesight partnership behind it — worth asking directly what location-data methodology Lifesight itself uses, since MiQ is the activation layer here, not the underlying measurement source.

So what

Data clean rooms mean neither side sees the other's raw data, only the matched output — useful to know before assuming you'll get raw log-level access for your own independent analysis.