Experian and MRI-Simmons Expand Partnership

US company MRI Simmons has extended its relationship with consumer data giant Experian, making audience segments derived from the former's nationally representative consumer research available through the latter's data marketplace.

MRI Simmons, a joint venture majority owned by global consumer intelligence company NIQ, provides detailed survey based consumer insights revealing consumers' motivations, attitudes and behavior. These are modelled by Experian to product scalable, privacy responsible audiences, readied for distribution to third party platforms for campaign activation.

Marketers can activate the audiences through Experian Curated Deals, which integrate data, identity, inventory, and intelligent optimization to drive advertising efficiency. In addition to these syndicated segments, MRI Simmons will develop custom audiences for brands seeking more specialized targeting - these are also made available in Experian's data marketplace.

Joshua Pisano (pictured), General Manager of Global Media for NIQ and MRI-Simmons comments: 'Our expanded collaboration with Experian is empowering marketers to unlock deeper insights and create breakthrough campaigns. By joining forces with innovative partners like Experian, we're not just delivering access to high quality consumer insights derived from our products, we're innovating the future of privacy-first, data-driven marketing.'

Experian employs some 25,200 people across 33 countries and has its corporate headquarters in Dublin. The partners are online at www.mrisimmons.com and www.experianplc.com .