21 July 2020

MiQ canada partners with Leafly to offer audience extension for cannabis brands

Partnership allows brands to reach high-intent cannabis audiences from Leafly using MiQ’s programmatic capabilities

Toronto, July 21, 2020 –Today, MiQ, a global programmatic media partner, announced its partnership with Leafly, the world’s leading cannabis information resource. The partnership uses MiQ’s programmatic solutions to reach Leafly’s active cannabis audience across the open web, while meeting compliance and brand safety regulations.   

The partnership allows brands to better understand Leafly’s audience, forming valuable insights and segmenting high-intent cannabis audiences. With the power of programmatic, brands can then target these unique audiences on other publishers, websites and channels. 

“As a leader in programmatic media buying, MiQ was the ideal partner to help us expand and deepen our advertising capabilities and offerings,” said John Duncan, Head of Content and Partnerships for Leafly. “This partnership's goal is to help cannabis, CBD, and ancillary brands and retailers extend their reach to the audience that matters most, in order to achieve and surpass their digital marketing objectives."

A recent pilot project with FIGR, a Canadian licensed producer that combines farming wisdom with scientific rigour, demonstrated the effectiveness of the partnership. The campaign resulted in a 3X increase in performance across various regions in Canada. 

“MiQ has been one of our more strategic partners in helping us understand our core audiences, their motivations and where to best reach them,” said Zack Grossman, VP of Marketing, North America FIGR. “They provide insights that fuel our marketing strategies and programs, which has helped build awareness amongst cannabis consumers.”

This new offering will be made available to Canadian cannabis retailers through both MiQ and Leafly. 

“We are thrilled to team up with Leafly and offer a way for cannabis brands to target this niche audience,” said Jim Davis, Senior Director of Revenue, MiQ Canada. “We know cannabis marketing is complex and we are here to help make it simple and effective for our clients and partners.” 

MiQ and Leafly will continue to grow their combined offerings throughout 2020. 

For more information please contact:

Jihan Aziz, Marketing Manager, MiQ Canada


Learn more about our cannabis capabilities

About MiQ 

We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.

Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We work with the world’s leading brands and media agencies such as Marriott, Dell Mercedes, Microsoft, GroupM, Dentsu Aegis and IPG. We were named 4th in The Sunday Times International Track 200 for 2019, the Fastest Growing Tech Company of the Year at the 2017 Stevie Awards and awarded Most Effective Use of Data at The Drum’s Digital Trading Awards USA 2017. MiQ operates globally from 18 offices located in North America, Europe and APAC.