NIQ has announced a strategic collaboration with Adsquare to make its GeoPurchase audience segments available within Adsquare’s platform, enabling privacy-safe activation across Europe and North America. The partnership combines NIQ’s consumer purchase intelligence with Adsquare’s location data capabilities, allowing advertisers to plan and execute more precise cross-screen and digital out-of-home (DOOH) campaigns. Unlike traditional proxy or lookalike audiences, NIQ’s GeoPurchase segments are built from anonymized, real-world shopping behavior across multiple CPG categories and retailers. Integrated into Adsquare’s OnePlatform, OOH Planner, and DSP ecosystem, these segments provide marketers with enhanced targeting accuracy while maintaining strict privacy standards.
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“Our collaboration with Adsquare sets a new benchmark for performance-driven marketing. By combining NIQ GeoPurchase audiences with Adsquare’s location intelligence, we’re enabling marketers to use real-world performance signals to make sharper media decisions and drive measurably better outcomes across programmatic and out-of-home campaigns,” said Josh Pisano, GM, Global Media at NIQ. “As we move further into The Outcomes Era, advertisers are—rightly—demanding to understand the offline impact of their online campaigns. Offering NIQ’s GeoPurchase audience segments within the Adsquare platform gives them access to high-quality segments grounded in real-world purchase behavior. Our media agency clients will be able to activate these segments across our extensive network of partners. Together, we’re enabling smarter, more effective advertising decisions for outcome-driven marketers,” added Maria Botelho, VP Global Partnerships at Adsquare.