MRI-Simmons and TransUnion Expand Partnership

MRI-Simmons, a joint venture majority-owned by NIQ, announced an expansion of its relationship with TransUnion. This expansion will provide advertisers, agencies, and publishers with access to a broader taxonomy of premium, research-driven audience segments through TransUnion's TruAudience Data Marketplace. Marketers can now utilize thousands of syndicated audience segments, including psychographic profiles, lifestyle behaviors, brand preferences, and media consumption habits, derived from MRI-Simmons' consumer research. The collaboration also allows brands to design custom audience definitions with MRI-Simmons, which can then be activated through TransUnion's TruAudience platform across various channels. An-Nahar of TransUnion and Joshua Pisano of MRI-Simmons both highlighted the benefits of this expansion for marketers seeking high-quality consumer insights and omnichannel activation.