Relationship aligns purchase-based intelligence with data-driven activation capabilities to support more effective advertising planning and activation
CHICAGO (April 21, 2026) — NIQ, a leading consumer intelligence company, and Stirista, a provider of identity‑driven marketing solutions, today announced a strategic collaboration to develop new audience solutions, media planning capabilities, and activation use cases for advertisers and brands.
Through the relationship, NIQ and Stirista will enhance their abilities to develop robust audience definitions, improve campaign planning, and support marketing performance across channels. The collaboration also enables marketers to harness modeled intent data and purchase-based insights to activate campaigns through Stirista’s platform.
As part of the relationship, NIQ will use insights informed by the collaboration with Stirista to advance its consumer research and analytics, strengthening how it supports audience design and planning. Specifically, Stirista will contribute privacy‑safe consumer insights related to mobile device usage, professional status, and digital media consumption. Informed by these insights, NIQ will enhance its audience design and segmentation capabilities within its privacy‑safe consumer framework.
“Today’s advertisers need to move seamlessly from insight to action without compromising privacy,” said Josh Pisano, General Manager of Global Media, NIQ. “By combining NIQ’s intelligence with Stirista’s activation platform, we’re enabling brands to plan smarter and activate with greater confidence across the media ecosystem.”
NIQ will provide Stirista with aggregated, omni-channel shopper insights. That intelligence strengthens Stirista’s identity-based insights and informs activation workflows within Stirista’s platform, allowing marketers to reach audiences across CTV, email, and digital without needing to rebuild them across systems.
“By leveraging NIQ’s purchase‑based insights, Stirista can better design audiences and activate them through its platform and partners, particularly for CPG brands,” said Ajay Gupta, Stirista CEO and Founder. “These audiences are informed by consumer purchase insights that complement our modeled intent signals, enabling more effective targeting across programmatic media and targeted email campaigns.”
FAQs
What is the goal of the NIQ and Stirista partnership?
The NIQ and Stirista partnership brings together complementary, privacy‑safe insights to help advertisers and brands design stronger audiences, plan more effectively, and activate campaigns with greater confidence. By aligning NIQ’s purchase‑based intelligence with Stirista’s identity‑driven activation capabilities, the collaboration supports a more seamless connection between insight, planning, and activation across channels.
How will NIQ use insights informed by Stirista?
NIQ will use privacy‑safe, Stirista‑informed insights—such as signals related to professional status, mobile device usage, and digital media consumption—to enhance its audience design and segmentation capabilities. These insights are applied within NIQ’s existing consumer research and analytics framework to deepen audience understanding and support more informed planning and analysis, without relying on direct data transfers of personally identifiable information.
What does Stirista gain from the collaboration with NIQ?
Through the collaboration, Stirista gains access to aggregated, omni‑channel shopper insights from NIQ. These purchase‑based insights inform Stirista’s analytics and identity‑based insights, helping marketers design more relevant audiences and bring them to life through Stirista’s activation platform and partners, particularly for CPG marketers.
How does this collaboration support privacy‑safe marketing?
Privacy protection is foundational to the NIQ–Stirista relationship. Insights used by both companies are aggregated, modeled, and applied within privacy‑safe frameworks. The collaboration focuses on research‑driven insights and identity‑based activation workflows that enable effective advertising while respecting consumer privacy and applicable data protection standards.
What benefits can marketers expect from this partnership?
By combining NIQ’s purchase‑based insights with Stirista’s activation capabilities, brands can move more efficiently from insight to action—improving reach, relevance, and ROI across channels such as CTV, digital, and email—without needing to rebuild audiences across multiple systems.
What other solutions does NIQ Media have?
NIQ’s Media division is dedicated to empowering the global media ecosystem with 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: NIQ’s Media Solutions team provides brands and advertisers with audience insights and data enablement solutions that empower brand strategy, customer segmentation, media planning, and audience activation. Their solutions are utilized by leading marketers across a wide variety of categories in markets around the world.
- Marketing Effectiveness: NIQ’s Marketing Effectiveness team measures the impact of marketing investments on key performance indicators, with a focus on un-biased sales outcomes, brand growth, and overall return on investment. Their solutions include Marketing Mix Modeling, Matched Market Testing, Sales Lift, and custom measurement solutions through a dedicated Incubator program.
- Media Measurement: Measuring the reach and engagement of content and advertising across traditional and digital platforms, NIQ’s Media Measurement team provides a 360 view of media consumption in major international markets. Their media measurement solutions combine high-quality panels, passive tracking technology, and AI-powered insights to provide a full view of media behaviors across different platforms.
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.
Media Contact:
NIQ North America
NIQ.NACommunications@nielseniq.com
© 2026 Nielsen Consumer LLC. All Rights Reserved.
About Stirista
Stirista is a data-driven marketing technology provider that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista helps brands increase loyalty and acquire new customers across digital, email, CTV, and social channels. For more information, visit www.stirista.com.