NIQ (NYSE: NIQ) and Stirista announced a strategic collaboration to develop audience solutions and media planning capabilities for advertisers. The partnership combines NIQ's consumer intelligence with Stirista's identity-driven marketing platform.

Under the agreement, NIQ will provide Stirista with aggregated, omni-channel shopper insights to enhance audience targeting across connected TV, email, and digital channels. Stirista will contribute privacy-safe consumer insights related to mobile device usage, professional status, and digital media consumption to NIQ.

The collaboration enables marketers to access modeled intent data and purchase-based insights for campaign activation through Stirista's platform. NIQ will use the partnership insights to advance its consumer research and analytics 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 at 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."

Stirista CEO and Founder Ajay Gupta said the partnership allows the company to better design audiences using NIQ's purchase-based insights, particularly for consumer packaged goods brands. The combined data enables targeting across programmatic media and targeted email campaigns.

NIQ operates in more than 90 countries and covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spending. Stirista provides data-driven marketing technology that combines identity data with omnichannel marketing execution.