NielsenIQ, a global measurement and data analytics firm, announces an agreement with TransUnion’s 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 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:
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