MRI-Simmons and NIQ have officially joined Comscore’s Data Partner Network, a new initiative designed to transition traditional ID-based datasets into scalable, privacy-forward contextual audiences. By leveraging Proximic by Comscore’s proprietary predictive technology, the partnership allows advertisers to apply deep consumer research and retail shopping insights within programmatic environments without relying on individual identifiers. This collaboration aims to future-proof audience targeting for a media ecosystem increasingly focused on consumer privacy and AI-enabled performance.
ID-Free Targeting: Enables the transformation of ID-based data into contextual segments that do not rely on cookies or personal identifiers.
Collaborative Intelligence: Combines MRI-Simmons’ U.S. consumer profiling with NIQ’s global retail and shopping data.
Proximic Integration: Uses Comscore’s Proximic technology to map research-driven insights to real-time media consumption patterns.
Privacy-First Innovation: Designed to meet evolving global privacy standards while maintaining the scale and ROI required by modern marketers.
Programmatic Accessibility: Contextual segments are made available through leading programmatic buying platforms for immediate activation.
Data Footprint: Leverages NIQ’s coverage of over $7.4 trillion in global consumer spend and MRI-Simmons’ 60 years of probabilistic consumer sampling.
The integration into the Data Partner Network allows NIQ and MRI-Simmons to serve the "Full View" of consumer behavior within contextual environments. By using NIQ’s granular retail measurement and MRI-Simmons’ address-based probabilistic sampling, the partnership creates a data foundation that reflects actual buying habits and consumer preferences. Advertisers can now reach high-value audiences—such as frequent category buyers or specific demographic profiles—by targeting the content those audiences are most likely to consume, rather than tracking the individuals themselves.
As the advertising industry moves away from legacy tracking methods, the demand for "privacy-by-design" solutions has accelerated. Proximic’s predictive technology acts as the bridge, allowing trusted data providers to remain relevant in a post-ID world. This approach ensures that publishers can unlock smarter monetization strategies and advertisers can maintain performance without compromising consumer trust.
“The new Data Partner Network enables the use of MRI‑Simmons and NIQ audience intelligence within privacy‑forward contextual environments supported by programmatic platforms—helping advertisers apply our trusted insights more effectively,” said Josh Pisano, General Manager of Global Media at NIQ and MRI‑Simmons. “Our collaboration brings the power of our unique consumer insights together with Comscore’s media consumption data.”
Jessica Trainor, Head of Partnerships at Proximic by Comscore, added: “The future of advertising will be defined by marketers who embrace privacy-first and AI-enabled audience targeting innovations that deliver intelligence, scale, and performance without compromise. We’re thrilled to welcome NIQ and MRI-Simmons to the Comscore Partner Network.”
NIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior. By combining an unmatched global data footprint with decades of AI modeling expertise, NIQ helps companies turn complex data into confident action. Operations span 90+ countries, covering approximately 82% of the world’s population.
MRI‑Simmons, a joint venture majority‑owned by NIQ, is the leading provider of insights on the American consumer. Using address‑based probabilistic sampling, MRI‑Simmons measures real people to represent the U.S. population accurately, providing data widely used for consumer profiling, media planning, and audience research.
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