MRI-Simmons and TransUnion Expand Access to Premium Audience Segments in the TruAudience® Data Marketplace
Relationship expands marketers' ability to plan and activate high‑quality, research‑driven audiences across the streaming and omnichannel ecosystem
MRI‑Simmons today announced an expansion of its relationship with TransUnion (NYSE:TRU) to provide advertisers, agencies, and publishers access to a broader taxonomy of premium, research‑driven audience segments through the TruAudience® Data Marketplace.
With the expanded relationship, marketers can tap into thousands of syndicated audience segments modeled using insights derived from MRI‑Simmons' industry‑leading consumer research. This includes psychographic profiles, lifestyle and leisure behaviors, brand preferences, and media consumption habits. Drawn from one of the most comprehensive and representative studies of American consumers, these segments support audience planning and analysis across the full omnichannel ecosystem, helping marketers better understand high‑value consumer groups.
Beyond the extensive library of syndicated segments available in the TruAudience® Data Marketplace, brands can also work with MRI‑Simmons to design custom audience definitions informed by specific objectives and research‑driven insights. These audience definitions can then be brought to life through TransUnion's TruAudience® platform, enabling flexible activation across channels.
"The TruAudience® Data Marketplace continues to grow as a trusted hub for premium audiences, and showcasing MRI‑Simmons' research‑derived, modeled segments is a natural extension of that vision," said Anna Haase, SVP of Business Development and Data Partnerships at TransUnion. "This expansion gives marketers access to high‑quality consumer insights within a marketplace built for scale, flexibility, and omnichannel activation."
"We're excited to expand our relationship with TransUnion and make even more premium audience segments available through the TruAudience® Data Marketplace," said Joshua Pisano, General Manager of Global Media, NIQ and MRI‑Simmons. "By enabling MRI‑Simmons' consumer intelligence to be applied within the TruAudience® Data Marketplace, we're helping marketers leverage powerful insights with improved precision and broader strategic impact."
About TransUnion (NYSE:TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
About MRI‑Simmons
MRI‑Simmons, a joint venture majority‑owned by NIQ (NYSE:NIQ), is the leading provider of insights on the American consumer. A leader in consumer insights for over 60 years, MRI‑Simmons possesses one of the few data sets widely used across the media ecosystem for consumer profiling, media planning, audience research, and insight‑driven audience development. Powered by address‑based probabilistic sampling, MRI‑Simmons measures real people, chosen at random, to represent the U.S. population in all its diversity—resulting in the most accurate view of the American consumer.
To learn more, visit www.mrisimmons.com
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