NielsenIQ and TransUnion Collaborate to Enable Targeted Advertising With First-Party Retail Purchase Data

By Business Wire On Jan 17, 2024

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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“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.”

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