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

Rhea-AI Summary

NielsenIQ and TransUnion's TruAudience® have announced a partnership to connect NielsenIQ's consumer data with partners' identity spaces for audience modeling, enabling Media and AdTech companies to create impactful campaigns with audience segments informed by consumer purchases. The collaboration allows for precise targeting comparable to Retail Media Networks, durable data connectivity through data deprecation, and global scale and accessibility. This strategic partnership aims to redefine the future of audience targeting, delivering privacy-focused solutions and paving the way for more impactful and successful campaigns.

Insights

Market Research Analyst

Understanding consumer behavior is pivotal to the success of media and advertising technology (AdTech) companies. The partnership between NielsenIQ and TransUnion's TruAudience® offers a significant advancement in audience segmentation and targeting capabilities. By utilizing first-party data on fast-moving consumer goods (FMCG) purchases, companies can develop more precise look-alike segments, enhancing marketing strategies. This collaboration is particularly timely given the industry's move away from traditional cookies and mobile ad IDs due to privacy concerns.

The ability to target audiences with a high degree of accuracy without relying on deprecated data sources could lead to improved conversion rates and return on ad spend (ROAS) for FMCG brands. Furthermore, the global scale of NielsenIQ's data provides a competitive edge in market reach and the potential to innovate in audience targeting across diverse demographics. This could result in a shift in how media budgets are allocated, favoring platforms that can offer more granular and privacy-compliant targeting solutions.

Data Privacy Expert

The alliance between NielsenIQ and TransUnion addresses the growing concern for consumer privacy in digital advertising. By leveraging an identity graph for data connectivity, the partnership promises privacy-focused solutions that align with emerging regulations and consumer expectations. The use of offline transaction data, which is less susceptible to data deprecation, suggests a sustainable approach to audience targeting that respects user privacy.

This forward-thinking strategy could set a new standard for data handling in the industry, potentially influencing future privacy legislation and self-regulatory frameworks. Companies that adopt these privacy-centric methods may gain consumer trust and a competitive advantage as the market increasingly values data protection.

Digital Advertising Specialist

The collaboration between NielsenIQ and TransUnion is a strategic move in the evolving landscape of digital advertising, where the effectiveness of campaigns hinges on the quality of data-driven audience targeting. As the industry grapples with the decline of third-party cookies, this partnership offers an alternative model that relies on robust first-party data and identity resolution.

Media and AdTech companies could see increased demand for their services as FMCG brands seek to capitalize on the precise targeting comparable to Retail Media Networks. This suggests a potential revenue growth for these companies and an uptick in the effectiveness of advertising campaigns. Additionally, the global accessibility of NielsenIQ's data could democratize high-quality targeting for smaller players, potentially disrupting the current market dynamics.

CHICAGO--(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

View source 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

Source: NIQ

FAQ

What is the partnership between NielsenIQ and TransUnion's TruAudience® about?

The partnership aims to connect NielsenIQ's consumer data with partners' identity spaces for audience modeling, enabling Media and AdTech companies to create impactful campaigns with audience segments informed by consumer purchases.

What are the key highlights of the collaboration?

Key highlights of this collaboration include precise targeting comparable to Retail Media Networks, durable data connectivity through data deprecation, and global scale and accessibility.

How does the partnership benefit Media and AdTech companies?

The partnership allows Media and AdTech companies to create solutions for the open web, leverage purchase data, and deliver higher performance targeting. It also provides seamless access to invaluable first-party data, transforming their audience targeting capabilities.

What is the aim of the strategic partnership between NielsenIQ and TransUnion?

The strategic partnership aims to redefine the future of audience targeting, delivering privacy-focused solutions and paving the way for more impactful and successful campaigns.