OOH and Clean Room Partnerships for NIQ

Another day, another NIQ announcement - actually two today. The consumer intelligence giant has partnered with OOH advertising tech suite Displayce, to offer advanced measurement for European Digital Out-of-Home; and with clean room software firm Decentriq for data sharing.

The former Nielsen Buy division, now split off and merged with GfK, has been busy winning a contract to provide measurement for the South African ad currency, and making a number of appointments including Drew Dabbelt as Vice President of Retail Media for North America. Now its consumer intelligence will be combined with data from Displayce's media activation platform, allowing advertisers to link DOOH campaigns to in-store sales performance.

Displayce was founded in 2014 in Bordeaux, has a presence in Europe's big 5 markets as well as Belgium, brazil and the UAE, and since 2022 has been majority-owned by OOH network JCDecaux. The firm's Media Platform (DSP) connects advertisers and agencies to more than 1,600,000 billboards in 80 countries, offering them 'the largest DOOH inventory in the world,' and allowing them to plan and launch campaigns.

Following the deal, French clients will be able to measure sales lift from DOOH, directly through Displayce's media buying platform. By matching exposed store areas with retail sales data, the partners will offer tracking of transactions before, during and after a campaign; demonstrate the impact of investments; and optimize future promotion.

Maureen Stapleton (pictured), Commercial Lead at NIQ Media, Europe, comments, 'DOOH is an increasingly important channel for marketers and a vital part of our strategy at NIQ Media. We're focused on helping advertisers and media agencies make confident decisions, backed by real consumer insights, and our relationship with Displayce allows us to bring smarter, data-led solutions to market.' Laure Malergue, CEO and founder of Displayce, says the new offers will strengthen confidence in the OOH channel, and help realise the firms' shared goal of 'building a more transparent and accountable ecosystem.'

Separately, NIQ's deal with Decentriq will initially make the firm's receipt-based digital purchase data available in Decentriq's clean rooms, enabling advertisers and agencies to use it for audience profiling and closed loop measurement. Other NIQ datasets are due to follow soon. Pierre Cholet, Chief Customer Officer at Decentriq, states, 'NIQ has long been a trusted name in understanding consumer purchasing behavior. Now, by integrating their data into Decentriq's clean room, advertisers and agencies can leverage this rich audience data in a privacy-safe way. This will help advertisers and agencies unlock new value from one of the most authoritative consumer datasets in Europe.' Stapleton adds: 'At NIQ Media, we're focused on bringing the Full View of consumers to Media clients, unlocking smarter insights for new markets and verticals. We're building solutions that scale globally while staying grounded in local realities and see our relationship with Decentriq as a great way to meet the unique needs of our European clients.'

Web sites: www.displayce.com , www.niq.com and www.decentriq.com .