NIQ launches digital purchase audience tool in five European markets

NIQ (NYSE: NIQ) has launched Digital Purchase GeoAudiences across five European markets, extending its geographic audience capabilities into digital-first product and service categories.

The new offering is available in France, Germany, Italy, Spain, and the United Kingdom. It covers sectors including travel, automotive, technology, telecommunications, retail, entertainment, financial services, and quick-service restaurants. The product also captures purchases from direct-to-consumer services, subscription services, and online marketplaces.

Digital Purchase GeoAudiences builds on NIQ's existing GeoPurchase offering, which provides syndicated audiences across 13 international markets. The new solution combines NIQ's digital commerce data with its GeoPurchase framework to help advertisers identify geographic areas with higher digital shopping activity.

Maureen Stapleton, Global Commercial Lead of NIQ's Media division, said: "By combining aggregated real digital shopping behaviour with geographic insights, we give advertisers a clearer picture of where demand is strongest and where it is growing."

The product will include retailer-, category-, and brand-level audience segments, with availability varying by market. Segments will initially be distributed through The Trade Desk, with NIQ stating it plans to expand to additional programmatic platforms.

NIQ also said it will develop custom Digital Purchase GeoAudiences for advertisers based on specific campaign requirements and data availability.

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