Strategic Collaboration Enhances Retail Media Insights
On June 16, 2026, NIQ, a leader in consumer intelligence, and Unlimitail, a prominent retail media network, announced a strategic partnership to advance omnichannel retail media insights and measurement across 21 countries.
This collaboration addresses the increasing need for improved measurement and attribution capabilities in retail media networks. Currently, 67% of CMOs plan to boost spending on these networks by 2026. However, only 53% currently find them effective.
Unlimitail’s extensive network includes 35 retailers, more than 120 retailer websites, and over 250 million loyalty cardholders. Combining this with NIQ’s advanced measurement and analytics expertise will enable advertisers to go beyond basic campaign metrics and understand true business impact.
Emilie Darolles, President, West Europe, NIQ, stated, “Retail media is becoming one of the most important growth engines for brands and retailers, but its future depends on trust, transparency, and measurable business outcomes.”
Advanced Tools for Retail Insights
The initiative includes integrating NIQ’s measurement capabilities into Unlimitail’s evolving technology ecosystem, which features a new data clean room environment and enhanced AdTech infrastructure. Initial implementations will start with Carrefour in France, Spain, and Brazil.
Alexis Marcombe, CEO of Unlimitail, emphasised, “Our ambition is to provide brands and retailers with the tools, data, and technology they need to unlock greater value from every campaign.”
Pilot programmes are set to launch in mid-2026, enabling brands to link media exposure to verified purchases, compare performance across markets, and optimise global media investments.
This collaboration also aims to provide greater transparency and accountability for retail media investments. By standardizing measurement across retailer ecosystems, the partnership promises enhanced insights for AI-powered commerce and advertising applications.
Brands face increasing pressure to connect fragmented data sources as commerce and media continue to converge. This partnership offers tools to prove return on investment and understand the incremental impact of marketing dollars.
Unlimitail’s deployment of NIQ’s capabilities will start with pilot programmes expected to launch mid-2026, beginning with Carrefour operations in France, Spain, and Brazil. These programmes will help measure sales impact by linking media exposure to verified purchases.
