NIQ (NYSE: NIQ) announced a collaboration with Adsquare to make NIQ's GeoPurchase audience segments available within Adsquare's platform across Europe and North America. The partnership enables advertisers to access audience segments based on purchase behavior data for programmatic and digital out-of-home campaigns.

NIQ's GeoPurchase audiences are created from anonymized purchase data reflecting shopping behaviors across various categories and retailers. Through Adsquare's platform, these segments are combined with location intelligence tools for campaign planning and activation while maintaining privacy standards.

Advertisers can access hundreds of NIQ GeoPurchase segments across consumer packaged goods categories through Adsquare's OnePlatform, OOH Planner, and existing demand-side platform integrations. The segments will be available in European markets, Canada, and the United States.

"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.

Maria Botelho, VP Global Partnerships at Adsquare, stated that the collaboration provides access to segments based on real-world purchase behavior, allowing media agency clients to activate these segments across Adsquare's partner network.

Berlin-based Adsquare operates as a location intelligence platform for programmatic marketing, serving over 1,800 clients in 26 countries. NIQ operates in more than 90 countries and covers approximately 82% of the world's population.