NIELSENIQ AND TRANSUNION COLLABORATE TO ENABLE TARGETED ADVERTISING WITH FIRST-PARTY RETAIL PURCHASE DATA
CHICAGO, Jan 18 (Bernama-BUSINESS WIRE) -- NielsenIQ, a global measurement and data analytics leader, announces an agreement with TransUnion’s (NYSE: TRU) marketing solutions business, TruAudience®, to connect NielsenIQ’s consumer data with partners’ identity spaces for audience modeling. This cooperative effort leverages NielsenIQ's first-party data on fast-moving consumer goods (FMCG) purchases and TransUnion’s Identity Resolution for data connectivity to help Media and AdTech companies create impactful campaigns with audience segments informed by consumer purchases.
The alliance overcomes historical barriers to leveraging offline consumer purchase behavior data for FMCGs. Clients can use NielsenIQ data as a "Seed Audience" to create precise look-alike segments based on demographics and FMCG purchase behavior. Key highlights of this collaboration include:
· Precise Targeting comparable to Retail Media Networks: Leveraging purchase data allows Media and AdTech companies to create solutions for the open web
· Durable through Data Deprecation: Transaction data remains unaffected by data deprecation, and when paired with the robust offline identity delivered by TransUnion’s identity graph offers an avenue for targeting as cookies and mobile ad IDs disappear
· Global Scale and Accessibility: NielsenIQ is the sole global player providing data at this scale. Through its Full View™, Media and AdTech companies gain seamless access to invaluable first-party data, transforming their audience targeting capabilities.
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