Consumer intelligence company NIQ has announced a strategic global collaboration with The Trade Desk, a global leader in advertising technology. The collaboration will integrate NIQ’s consumer intelligence and global insights on shopping behaviours into The Trade Desk’s platform, supporting marketers to plan and activate ad campaigns more accurately.
These new-to-market audiences, now available on The Trade Desk’s media buying platform, will enable advertisers to reach their desired audiences in global markets, with effectiveness and precision.
“Our collaboration with The Trade Desk represents a significant step forward in our mission to provide actionable insights across the advertising industry, at a global scale,” said Joshua Pisano, Global Head of Product, Media at NIQ.
New shopper-based audiences
Advertisers will now be able to access audiences derived from the world’s largest collection of omnichannel shopping data, as well as audiences based on digital purchase data and advanced audiences from MRI-Simmons, the leading provider for media planning and insights in the US.
NIQ’s new shopper-based audiences will be released under the Consumer Canvas™ brand, a new NIQ and MRI-Simmons entity created to enable audience-based solutions for advertisers, agencies and brands.
Geo-targeting capabilities
Advertisers will be able to more accurately reach audiences by location, helping them target areas with the most potential for sales growth. The new geo-targeting segments are based on a proprietary mix of consumer, retailer, and market data.
The Trade Desk will be the first global technology platform to integrate these geo-targeting segments from NIQ, which will launch with audiences in Western Europe, followed by North America in Q2 and additional markets throughout the rest of 2025.
Strategic collaboration
“By integrating NIQ’s advanced audiences into The Trade Desk’s leading data marketplace, we are empowering advertisers with new data assets that provide more effective ad targeting and drive better marketing performance across global markets,” said Mr Pisano.
Jay Goebel, Vice President of Data Partnerships at The Trade Desk says advertisers are increasingly focused on applying data and decisioning to their media-buying strategies.
“Our collaboration with NIQ brings advanced retail data and geo-targeting capabilities to our platform, empowering brands to make more informed, data-driven decisions,” he said.