NIQ Partners for Post-Cookie Targeting Offer

Consumer intelligence specialist NIQ has announced a deal with TruAudience, the marketing solutions division of global information and insights company TransUnion, combining FMCG purchase data with identity graph software to offer robust audience modelling.

NIQ's first-party off-line consumer purchasing data will be used to create audience segments, tapping TransUnion's Identity Resolution for data connectivity. Clients can use NIQ data as a 'Seed Audience' to create precise look-alike segments based on demographics and FMCG purchase behavior. The partners promise 'precise targeting [on the open web] comparable to retail media networks', in the cookieless future; as well as global scale and accessibility based on NIQ's unique position in the market.

Brett Jones (pictured), SVP, Global Head of Partnerships and New Verticals at NIQ comments: 'By teaming up with TransUnion to connect our data with media platforms, we are at the forefront of redefining the future of audience targeting, delivering privacy-focused solutions, and paving the way for more impactful and successful campaigns'.

Julie Clark, SVP for the Media & Entertainment Vertical at TransUnion adds: 'Our strategic partnership with NIQ makes it possible for FMCG marketers and media companies to deliver personalized experiences as if they had the first-party data of Retail Media Networks. Together, we are shaping a forward-thinking advertising landscape that prioritizes relevancy, effectiveness, and consumer privacy'.

Web sites: www.transunion.com/solution/truaudience and www.niq.com .