Advanced Audience Targeting capabilities are expanding as NIQ, MRI-Simmons, and Cadent strengthen their relationship to support advertisers.
The relationship combines NIQ’s omnichannel purchase-based insights with audience segments derived from MRI-Simmons consumer research. These audiences will be distributed and activated through the Cadent Platform.
Today’s media environment remains highly fragmented. Consequently, advertisers often struggle to connect purchasing behavior, consumer preferences, and media reach. In addition, disconnected workflows can limit campaign effectiveness.
Under the expanded agreement, audiences informed by NIQ’s shopping and digital purchase insights will become available through Cadent. Meanwhile, MRI-Simmons will provide an expanded audience taxonomy based on research-driven insights.
“Marketers are challenged with an increasingly disjointed and complex media landscape, making it harder to unify ad activation and measurement across disparate channels,” said Jason Attanasio, VP, Data Partnerships, Cadent. “MRI-Simmons’ robust data sets, combined with NIQ’s insight into consumer spending habits, unlocks new insights. When activated on the Cadent Platform, fueled by our predictive intelligence, advertisers can amplify precision, performance, and scale across every channel.”
Expanded Data Collaboration Supports Smarter Advertising
The integrated platform delivers consistent audience definitions for campaign planning, activation, and measurement. Therefore, advertisers can evaluate performance with greater confidence.
This approach also helps marketers identify the audiences, environments, and media partners driving results.
“By expanding our relationship with Cadent, we’re helping advertisers bring NIQ’s basket level insights across key verticals into their audience strategies in a more actionable way,” said Josh Pisano, General Manager of Global Media, NIQ and MRI‑Simmons.
“Combined with a full taxonomy of audience definitions informed by MRI‑Simmons’ research, advertisers gain a more complete view of consumers—supporting more effective planning and activation across screens.”
Moreover, NIQ, MRI-Simmons, and Cadent reaffirmed their commitment to privacy, transparency, and data protection. All Advanced Audience Targeting solutions comply with applicable data protection standards to support responsible data-driven marketing.
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News Source: Businesswire.com
