Collaborative Effort Enhances Advertising Precision
NIQ, a leading consumer intelligence company, has partnered with Adsquare, a global location intelligence platform, to launch GeoPurchase Audiences. This collaboration aims to enhance advertising precision across Europe and North America by enabling advertisers to target local audience segments based on real-world purchase behaviors.
Josh Pisano, GM of Global Media at NIQ, stated, “Our collaboration with Adsquare sets a new benchmark for performance-driven marketing.” The partnership provides advertisers with access to GeoPurchase segments within Adsquare’s platform for privacy-safe activation.
Privacy-Safe Activation
GeoPurchase segments are informed by consumer packaged goods purchase insights and enhanced with location intelligence tools. As a result, advertisers can plan and activate programmatic campaigns with greater precision and efficiency. They can ensure reaching consumers in the right places and moments while preserving privacy.
Marketers now have access to hundreds of NIQ GeoPurchase segments across dozens of CPG categories using Adsquare’s OnePlatform, OOH Planner, and existing DSP integrations. Segments will be available for activation in top European markets, Canada, and the United States.
Maria Botelho, VP of Global Partnerships at Adsquare, emphasised, “As we move further into The Outcomes Era, advertisers are rightly demanding to understand the offline impact of their online campaigns.” Offering NIQ’s GeoPurchase audience segments within the Adsquare platform gives media agencies access to high-quality segments grounded in real-world purchase behavior.
Adsquare, founded in 2012 and headquartered in Berlin, empowers advertisers to plan, buy, optimise, and validate campaigns using 100% consented, SDK-derived location data. Trusted by over 1,800 clients in 26 countries, Adsquare operates globally, providing programmatic marketing with geo-spatial precision.
Segments will be available for activation in the coming weeks, offering advertisers new tools for more precise targeting. This advancement is expected to drive measurably better outcomes for programmatic and out-of-home campaigns.
NIQ, listed on the NYSE as NIQ, delivers a complete understanding of consumer buying behavior. By collaborating with Adsquare, NIQ aims to empower marketers with real-world performance signals to make sharper media decisions.
NIQ’s GeoPurchase audiences are derived from anonymized, local purchase insights. These insights reflect real-world shopping behaviors across a wide variety of categories and retailers. Within Adsquare’s platform, audience segments are enriched by location-intelligent tools that help advertisers plan and activate programmatic campaigns. This precision and efficiency ensure they reach consumers in appropriate places and moments while maintaining privacy.
