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NIQ, a global leader in consumer intelligence, has entered a strategic partnership with Decentriq to integrate NIQ's high-quality consumer insights, including digital purchase data, into Decentriq's privacy-preserving clean rooms for the first time. This collaboration enables European advertisers and agencies to leverage NIQ's datasets for audience profiling and closed-loop measurement while maintaining strict GDPR compliance, addressing the growing demand for secure data sharing in media and marketing ecosystems.
NIQ, formerly NielsenIQ, is broadening its offerings beyond traditional shopper analytics into the data and media landscape through privacy-preserving clean rooms. This shift allows marketing and advertising agencies to combine NIQ's granular consumer behavior data with their first-party insights, unlocking new avenues for targeted campaigns and performance attribution without compromising user privacy. As third-party cookies phase out, such collaborations become essential for maintaining effective, compliant strategies in a fragmented digital environment.
The inaugural dataset, NIQ Digital Purchase data, aggregates billions of transaction emails from over 5 million e-shoppers worldwide, providing a retail-agnostic snapshot of online buying across categories. Captured via e-receipts from retailers, marketplaces, and platforms, it offers detailed insights into product preferences, pricing, and promotional responses. Integrated into Decentriq's clean rooms, this data enables secure analysis for audience segmentation and sales lift measurement, empowering clients to optimize media spend with authoritative, GDPR-compliant intelligence.
Decentriq's platform utilizes confidential computing to create neutral environments where multiple parties analyze sensitive data without exposing raw information. Data remains encrypted in-use, with verifiable privacy controls ensuring compliance for Europe's stringent regulations. This technology facilitates advanced analytics like machine learning on user-level data, ideal for media use cases where granular insights drive ROI without risking breaches or fines.
“We are thrilled to extend our footprint across the European media ecosystem through a strategic collaboration with Decentriq, who shares our commitment to security and transparency while enabling marketers and media buyers with unique insights. Together, we offer advertisers, agencies, and media owners new ways to collaborate and improve their marketing effectiveness,” said Maureen Stapleton, Commercial Lead, NIQ Media, Europe. “At NIQ Media, we’re focused on bringing the Full View of consumers to Media clients, unlocking smarter insights for new markets and verticals. We’re building solutions that scale globally while staying grounded in local realities and see our relationship with Decentriq as a great way to meet the unique needs of our European clients.”
As Pierre Cholet, Chief Customer Officer at Decentriq, explains, “NIQ has long been a trusted name in understanding consumer purchasing behavior. Now, by integrating their data into Decentriq’s clean room, advertisers and agencies can leverage this rich audience data in a privacy-safe way. This will help advertisers and agencies unlock new value from one of the most authoritative consumer datasets in Europe.”
This partnership exemplifies how consumer intelligence leaders like NIQ are adapting to a privacy-first era, partnering with secure platforms like Decentriq to deliver actionable insights. By enabling closed-loop measurement—linking media exposure to sales outcomes—marketers can refine strategies with precision, fostering growth in Europe's $300 billion+ digital advertising market while upholding ethical data practices.
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
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