Relationship enables advertisers with local audience segments based on real‑world purchase behaviors
CHICAGO (April 8, 2026) —NIQ (NYSE: NIQ), a leading consumer intelligence company, today announced a new collaboration with Adsquare, a global location intelligence platform, to make NIQ’s GeoPurchase audience segments available within the Adsquare platform for privacy‑safe activation across Europe and North America. The relationship provides advertisers with NIQ‑built GeoPurchase segments informed by industry‑leading CPG purchase insights, enabling more precise planning and targeting across cross‑screen and digital out‑of‑home (DOOH) campaigns.
NIQ’s GeoPurchase audiences are derived from anonymized, local purchase insights that reflect real‑world shopping behaviors across a wide variety of categories and retailers—not lookalike or proxy audiences. Within Adsquare’s platform, these audience segments are enriched by location‑intelligent tools that help advertisers plan and activate programmatic campaigns with precision and efficiency—reaching consumers in the right places and moments while preserving privacy.
Marketers can access hundreds of NIQ GeoPurchase segments across dozens of CPG categories in Adsquare’s OnePlatform, OOH Planner, and existing DSP integrations. Segments will be available in top European markets, Canada, and the United States.
“Our collaboration with Adsquare sets a new benchmark for performance‑driven marketing. By combining NIQ GeoPurchase audiences with Adsquare’s location intelligence, we’re enabling marketers to use real‑world performance signals to make sharper media decisions and drive measurably better outcomes across programmatic and out-of-home campaigns,” said Josh Pisano, GM, Global Media at NIQ.
“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 them access to high‑quality segments grounded in real‑world purchase behavior. Our media agency clients will be able to activate these segments across our extensive network of partners. Together, we’re enabling smarter, more effective advertising decisions for outcome‑driven marketers,” said Maria Botelho, VP Global Partnerships, Adsquare.
Frequently Asked Questions
What is the relationship between NIQ and Adsquare?
NIQ and Adsquare have a strategic collaboration in which NIQ’s GeoPurchase audience segments are made available for activation within Adsquare’s platform. Adsquare serves as the activation and distribution layer, while NIQ provides the underlying purchase‑based audience intelligence.
What are NIQ GeoPurchase audiences?
NIQ GeoPurchase audiences are segments built from anonymized, store‑level CPG sales data that reflect actual consumer buying behavior across categories, retailers, and local markets. They are not modeled, lookalike, or intent‑based audiences.
How are these audiences activated?
Advertisers can plan and activate NIQ GeoPurchase segments through Adsquare’s tools—including OnePlatform and OOH Planner—and across Adsquare’s network of integrated DSPs and media partners for digital and DOOH execution.
Which markets are supported?
NIQ GeoPurchase audiences via Adsquare are available across top European markets, as well as the United States and Canada, with local market taxonomies tailored to each region’s retail
How does this differ from other data or audience providers?
Unlike platforms that rely on IDs, inferred intent, or behavioral signals, the NIQ + Adsquare solution is rooted in real online and offline purchase data combined with location intelligence, delivering higher accuracy, better geographic relevance, and more confidence in campaign outcomes.
How is privacy handled?
The partnership is privacy‑first by design. NIQ audiences are anonymized and aggregated, while Adsquare uses 100% consented, SDK‑derived location data. No personally identifiable information is shared, and all activation complies with applicable regional privacy regulations.
What other solutions does NIQ Media have for advertisers or media companies.
NIQ’s Media division is dedicated to empowering the global media ecosystem with better data and interoperable solutions that make planning, activation, and measurement more accurate and impactful for advertisers and media owners. NIQ Media is organized into three primary areas of focus:
- Media Solutions: Delivers audience insights and data‑driven solutions to power brand strategy, media planning, audience activation, and creative optimization globally.
- Marketing Effectiveness: Measures the impact of media and marketing on sales, brand growth, and ROI through advanced modeling, testing, and custom analytics.
- Media Measurement: Provides a 360° view of media reach and engagement across platforms using panels, passive data, and AI‑driven insights.
About NIQ
NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action. With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next. For more information, please visit www.niq.com.
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