What is the purpose of the Sigma tool used by ICON?

The Sigma tool is primarily designed to track daily buys and catch missed spots, which is crucial for maintaining the integrity of advertising placements. By monitoring daily buys, the tool ensures that advertisements are running as intended and fulfills contractual obligations to clients. Additionally, it serves to identify any spots that may have been overlooked, allowing for timely adjustments and maximizing the effectiveness of advertising strategies. This functionality helps in optimizing campaign performance and ensuring that all scheduled spots are accounted for and aired correctly.