NielsenIQ, Transunion Team Up To Enable Targeted Retail Advertising

KUALA LUMPUR, Jan 18 (Bernama) -- NielsenIQ, a global measurement and data analytics leader, announced an agreement with TransUnion’s marketing solutions business, TruAudience, to connect NielsenIQ’s consumer data with partners’ identity spaces for audience modelling.

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 behaviour data for fast moving consumer goods (FMCGs), whereby clients can use NielsenIQ data as a "Seed Audience" to create precise look-alike segments based on demographics and FMCG purchase behaviour.

NielsenIQ Senior Vice President (SVP), Global Head of Partnerships and New Verticals, Brett Jones said the company could empower media and adtech companies to better serve FMCG brands with the most comprehensive and actionable data insights available.

“By teaming up with TransUnion to connect our data with media platforms, we are at the forefront of redefining the future of audience targeting, delivering privacy-focused solutions, and paving the way for more impactful and successful campaigns,” he said in a statement.

Meanwhile, TransUnion SVP, Media & Entertainment Vertical, Julie Clark said: “Our strategic partnership with NielsenIQ makes it possible for FMCG marketers and media companies to deliver personalised experiences as if they had the first-party data of Retail Media Networks.”

Key highlights of this collaboration include leveraging purchase data allows media and adtech companies to create solutions for the open web; transaction data remains unaffected by data deprecation; and media and adtech companies gain seamless access to invaluable first-party data, transforming their audience targeting capabilities.

Using TransUnion’s identity, media companies can resolve NielsenIQ data to their own view of identity and begin creating audiences.

In a market shifting towards Retail Media Networks, this collaboration empowers media and adtech companies to deliver higher performance targeting on the open web.

-- BERNAMA