NIQ Extends Cadent Partnership for Audience Targeting

NIQ and its majority-owned joint venture MRI-Simmons have expanded their partnership with predictive advertising platform Cadent, promising advertisers the ability to plan and activate 'precise, insight driven audiences' through the Cadent platform.

MRI Simmons provides data on US consumers, with 60 years of experience and a huge data set which is widely for consumer profiling, media planning, audience research and audience development. The latest deal sees audiences built with data from NIQ's omnichannel purchase data and MRI Simmons' consumer research available through Cadent to enhance ad targeting across channels, platforms and devices. The firms say this will help advertisers understand consumer behavior, identify high value segments, and execute campaigns with greater confidence.

Josh Pisano (pictured), General Manager of Global Media at NIQ and MRI Simmons says the deal helps advertisers 'bring NIQ's basket-level insights across key verticals into their audience strategies in a more actionable way,' He adds: 'Combined with a full taxonomy of audience definitions informed by MRI Simmons' research, advertisers gain a more complete view of consumers - supporting more effective planning and activation across screens.'

In March, NIQ and MRI-Simmons joined Comscore's Data Partner Network, which allows users to transform ID-based datasets into contextual audiences using proprietary predictive technology developed by Proximic.

Web sites are at www.niq.com , www.mrisimmons.com and www.cadent.com .