NIQ and MRI-Simmons Announce Expansion of Relationship with Cadent to Power Advanced Audience Targeting

NIQ, MRI‑Simmons, and Cadent announced an expansion of their relationship to help advertisers plan and activate precise, insight-driven audiences through the Cadent Platform.

The collaboration distributes audiences informed by NIQ’s omnichannel purchase‑based insights alongside audiences derived from MRI‑Simmons’ consumer research through the Cadent Platform to support more effective audience targeting across channels, platforms, and devices.

As advertisers navigate fragmented media environments, many are looking for more reliable ways to connect what consumers buy, how they behave, and where they can be reached. But inconsistent audience definitions and disconnected activation workflows often make it difficult to turn insight into measurable campaign performance.

As part of the expanded relationship, audiences informed by NIQ’s omnichannel shopping and digital purchase insights will be made available for distribution and activation through the Cadent Platform, alongside an expanded taxonomy of audiences based on MRI-Simmons research driven insights. These complementary audiences will help advertisers better understand consumer behavior, identify high‑value segments, and execute campaigns with greater confidence across today’s fragmented media landscape.

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“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.”

With these audiences available in Cadent’s unified, predictive platform, advertisers gain more consistent audience definitions for improved campaign planning, activation, and performance evaluation.

This approach helps marketers better understand which audiences, media partners, and environments drive results, enabling smarter optimization and more accountable, performance‑driven advertising strategies.

“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.”

The relationship reinforces a shared commitment among all three companies to privacy, transparency, and data protection. All audiences are developed and deployed in accordance with applicable data protection standards, ensuring that data‑driven marketing remains both effective and responsible.

SOURCE: NielsenIQ