NIQ and Ogury integrate retail purchase data for media planning

NIQ (NYSE: NIQ) and Ogury announced a collaboration to integrate NIQ's GeoPurchase data into Ogury's Persona Intelligence Engine, according to a press release from NIQ.

Under the arrangement, NIQ's retail purchase data will be incorporated into Ogury's audience-building platform, which combines observed behaviors, declared intents, and deterministic signals to construct consumer personas. The integrated data covers France, Germany, Spain, Italy, the United Kingdom, the United States, and Canada.

The combined data is intended to give marketers access to audience segments informed by actual retail purchasing patterns. The insights are built on aggregated and anonymized data and are designed to support both media planning and campaign activation across digital channels.

"Marketers do not just need more data. They need intelligence that drives action," said Joshua Pisano, General Manager of Global Media at NIQ. "Leveraging NIQ's GeoPurchase insights through Ogury's Persona Intelligence Engine transforms how audiences are developed and activated through Ogury's platform."

Christophe Bize, Chief Data and GTM Officer at Ogury, said the collaboration allows brands to "identify audiences informed by real purchase behavior, gain a clearer view of category dynamics, and uncover opportunities for growth through smarter media planning and activation."

NIQ states it operates in more than 90 countries and covers approximately 82% of the world's population. Ogury, founded in 2014, operates in 18 countries with more than 500 employees.

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