In a move set to reshape the Canadian advertising landscape, NIQ, a global leader in consumer intelligence, has announced a strategic collaboration with advertising technology powerhouse The Trade Desk. This partnership brings a new level of precision to audience targeting for Canadian marketers, thanks to the integration of NIQ’s GeoPurchase audience segments into The Trade Desk’s platform.
What This Means for Canadian Advertisers
The collaboration unlocks access to over 600 Canadian-specific GeoPurchase segments, offering deep insights into regional shopping behaviors across 7 major retail categories and 30+ sub-categories. These segments are powered by NIQ’s robust omni-channel data, which captures the vast majority of retail activity across Canada’s Grocery, Drug, and Mass Merchant sectors.
Smarter Targeting, Better Results
With this new capability, advertisers can:
- Defend market share by reinforcing their presence in regions where their brand already performs well.
- Attract new customers by identifying high-demand areas where their brand has room to grow.
- Optimize media spend by shifting investments away from low-demand regions and toward high-potential markets.
This collaboration marks a significant advancement in how Canadian advertisers can leverage data to improve campaign performance. By integrating NIQ’s localized audience segments into The Trade Desk’s platform, marketers now have access to powerful tools that enable more precise targeting, smarter media planning, and better return on investment. The partnership reflects a broader industry shift toward data-driven strategies, empowering advertisers to make more informed decisions based on real-world consumer behavior.
The collaboration between NIQ and The Trade Desk underscores a shared commitment to advancing data-driven advertising in Canada. By integrating NIQ’s localized audience segments into The Trade Desk’s platform, the partnership empowers advertisers with enhanced tools for precision targeting and campaign optimization. This move aligns with the growing demand among Canadian marketers for smarter, insight-led media strategies that deliver measurable results.
About the Companies
The Trade Desk is a global advertising technology company that helps brands manage and optimize digital campaigns across formats and devices. Their platform is known for its flexibility, reach, and integration with top-tier data and inventory partners.
NIQ is a global leader in consumer intelligence, offering a comprehensive view of consumer buying behavior. Following its 2023 merger with GfK, NIQ now covers over 90 countries and more than $7.2 trillion in global consumer spend.