NielsenIQ and TransUnion Collaborate to Enable Targeted Advertising with First-Party Retail Purchase Data
January 17 2024 - 8:00AM
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.
"NielsenIQ can empower media and adtech companies to better
serve FMCG brands with the most comprehensive and actionable data
insights available," said Brett Jones, SVP, Global Head of
Partnerships and New Verticals, NielsenIQ. "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.”
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.
“Our strategic partnership with NielsenIQ makes it possible for
FMCG marketers and media companies to deliver personalized
experiences as if they had the first-party data of Retail Media
Networks," said Julie Clark, SVP, Media & Entertainment
Vertical, TransUnion. "Together, we are shaping a forward-thinking
advertising landscape that prioritizes relevancy, effectiveness,
and consumer privacy."
To find out more about NielsenIQ's unwavering commitment to data
privacy and access to its treasure trove of first-party data,
please visit
https://nielseniq.com/global/en/landing-page/media-adtech-hub/. For
a deeper understanding of TransUnion's TruAudience marketing
solutions, explore
https://www.transunion.com/solution/truaudience.
About NIQ
NIQ is the world’s leading consumer intelligence company,
delivering the most complete understanding of consumer buying
behavior and revealing new pathways to growth. In 2023, NIQ
combined with GfK, bringing together the two industry leaders with
unparalleled global reach. With a holistic retail read and the most
comprehensive consumer insights—delivered with advanced analytics
through state-of-the-art platforms—NIQ delivers the Full View™.
NIQ is an Advent International portfolio company with operations
in 100+ markets, covering more than 90% of the world’s population.
For more information, visit NIQ.com.
About TransUnion (NYSE:TRU)
TransUnion is a global information and insights company with
over 12,000 associates operating in more than 30 countries. We make
trust possible by ensuring each person is reliably represented in
the marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
more confidence and achieve great things. We call this Information
for Good® — and it leads to economic opportunity, great experiences
and personal empowerment for millions of people around the world.
http://www.transunion.com/business
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version on businesswire.com: https://www.businesswire.com/news/home/20240117751019/en/
Media Gillian Mosher, NIQ - Gillian.Mosher@NielsenIQ.com
David Blumberg, TransUnion - david.blumberg@transunion.com
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