MRI-Simmons announced an expanded collaboration with Experian to make audience segments derived from MRI-Simmons' nationally representative consumer research available through Experian's data marketplace. The collaboration enables advertisers, agencies, and media owners to access audiences informed by MRI-Simmons' consumer research, then activate those audiences at scale through Experian's platform and distribution network.
MRI-Simmons and Experian expand collaboration to bring research-based audiences to Experian's data marketplace.
Marketers can activate audiences through Experian Curated Deals integrating data, identity, inventory, and intelligent optimization.
MRI-Simmons provides survey-based consumer insights while Experian applies modeling to create scalable, privacy-responsible audiences.
Syndicated segments plus custom audience development available for specialized targeting.
MRI-Simmons possesses one of few data sets widely used across media ecosystem for consumer profiling and media planning.
Collaboration marks an innovation in privacy-first, data-driven marketing.
Experian customers can now select from a broad range of MRI-Simmons audience segments that reflect the motivations, attitudes, and behaviors shaping consumer decisions. Grounded in research from MRI-Simmons' national consumer study and enabled by Experian's modeling engine, these segments use research-based modeling to scale insights for broader audience reach.
Marketers can activate these audiences through Experian Curated Deals, which integrate data, identity, inventory, and intelligent optimization to drive advertising efficiency. This gives marketers a streamlined path from audience planning to activation by aligning audience segments informed by MRI-Simmons' insights with suitable media.
"Our expanded collaboration with Experian is empowering marketers to unlock deeper insights and create breakthrough campaigns," said Joshua Pisano, General Manager of Global Media, NIQ and MRI-Simmons. "By joining forces with innovative partners like Experian, we're not just delivering access to high quality consumer insights derived from our products, we're innovating the future of privacy-first, data-driven marketing."
"Making MRI-Simmons' research-based audiences available through our data marketplace enables brands to understand their audiences on a deeper level, not just who they are, but what drives their decisions," said Jake Abraham, Head of Strategic Partnerships at Experian. "With our Curated Deals, marketers can seamlessly turn these insights into action, activating the right audiences across channels through our integrated platform network."
In addition to syndicated segments, MRI-Simmons provides custom audience development for brands seeking more specialized targeting. Custom segments can be made available in Experian's data marketplace, empowering marketers to plan and activate campaigns through Experian's trusted network of integrated platforms.
MRI-Simmons serves as the source of consumer intelligence, delivering deep, research-driven insights that inform how audiences are defined and understood. Experian is responsible for modeling those research-based insights and operationalizing them within its ecosystem, enabling distribution to third-party platforms for campaign activation. MRI-Simmons insights are not used directly for activation. Instead, MRI-Simmons' survey-based research informs the strategic design and definition of audiences. Experian then uses those research-derived insights as inputs to create modeled audiences that are suitable for activation within its platform and partner environments.
MRI-Simmons, a joint venture majority-owned by 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.
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.
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