Trade Desk Deal and New Brand for NIQ and MRI-Simmons

Consumer intelligence group NIQ has announced a global strategic collaboration with ad tech company The Trade Desk. NIQ's omnichannel shopping behavior and purchasing data will be integrated into The Trade Desk's platform to enhance ad planning and activation, under a new brand, Consumer Canvas.

Headquartered in Ventura, CA The Trade Desk operates an independent, self-service, cloud-based platform through which ad buyers can create, manage and optimize digital advertising campaigns across ad formats and devices. The deal makes new shopper-based audiences available on its media buying platform, tapping NIQ's shopping data, as well as audiences based on digital purchase data and advanced audiences from MRI-Simmons. Consumer Canvas promises the ability to target audiences more accurately by location, via geo-targeting segments based on a proprietary mix of consumer, retailer and market data. The Trade Desk will be the first global technology platform to integrate these segments, which will launch with audiences in Western Europe, followed by North America in Q2 and additional markets during the rest of this year.

Joshua Pisano, Global Head of Product, Media at NIQ says the collaboration 'represents a significant step forward in [the firm's] mission to provide actionable insights across the advertising industry, at a global scale.' Jay Goebel, VP of Data Partnerships at The Trade Desk, adds, 'Advertisers are increasingly focused on applying data and decisioning to their media-buying strategies. Our collaboration with NIQ brings advanced retail data and geo-targeting capabilities to our platform, empowering brands to make more informed, data-driven decisions.'

Web sites: www.niq.com , www.consumercanvas.net and www.thetradedesk.com .