Bringing Consumer Intelligence and Audience Activation Closer Than Ever
Better Together
Marketers have never had more data at their fingertips. Yet one challenge persists: translating consumer understanding into media activation without losing the depth, nuance, and accuracy that drive meaningful business outcomes.
That’s why an expanded relationship between NIQ, MRI-Simmons, and LiveRamp represents an important step forward for advertisers, agencies, and media owners. By making audience segments informed by NIQ's consumer purchase intelligence and MRI-Simmons' trusted consumer research available through the LiveRamp Data Marketplace, marketers can move more seamlessly from audience discovery to activation and measurement.
Connecting the "What" and the "Why" of Consumer Behavior
For years, marketers have relied on different data sources to answer different questions.
NIQ helps brands understand what consumers buy, drawing on consent-based purchase intelligence across categories such as CPG, retail, QSR, travel, and more. These insights reveal actual marketplace behavior, enabling NIQ to create thousands of audience segments based on products, brands, retailers, shopping patterns, and purchase attributes such as frequency, recency, quantity, and price sensitivity.
MRI-Simmons complements this perspective by helping marketers understand why consumers behave the way they do. Its nationally representative consumer research provides rich psychographic, attitudinal, lifestyle, and media-consumption insights that have long been trusted by agencies, publishers, and leading brands for audience research and media planning.
Individually, each data source is powerful. Together, they create a more complete view of the consumer.
When purchase intelligence is combined with consumer motivations, interests, values, and media behaviors, marketers gain audiences that are not only behaviorally informed but also personalized. That combination helps brands move beyond broad demographic targeting and toward more relevant marketing strategies rooted in genuine consumer understanding.
Through this collaboration, marketers can seamlessly leverage best-in-class expertise at every level: NIQ’s understanding of what consumers buy, MRI-Simmons’ understanding of what motivates them, and LiveRamp’s ability to help reach consumers with relevant messages at the right time. Marketers can quickly make this a part of their marketing foundation, tapping better audience strategy, activation, and measurement.
Bringing Premium Audiences into the Flow of Marketing
Insight is only valuable when it can be put into action.
Through the LiveRamp Data Marketplace, marketers can now access audiences informed by both NIQ and MRI-Simmons and activate them across major media environments, including digital, mobile, social, and connected television.
LiveRamp’s expansive network fuels marketing, creating powerful network effects and enabling collaboration – including through the LiveRamp Data Marketplace – that increases value for all participants. The LiveRamp Data Marketplace provides access to hundreds of thousands of audience segments from leading data providers and enables seamless activation across hundreds of activation platforms including media, programmatic and Connected TV. Through the platform, organizations can easily discover new audiences, enrich customer understanding, and drive measurable campaign outcomes while maintaining responsible data governance practices.
For NIQ, the collaboration significantly expands the reach of its audience offerings. By making NIQ audiences available through LiveRamp's activation ecosystem, marketers can access thousands of audience segments across leading programmatic platforms, including the Amazon DSP, creating new opportunities to connect consumer intelligence directly to media execution at scale.
In a fragmented media landscape, that kind of interoperability matters. Marketers increasingly need solutions that allow insight, activation, and measurement to work together rather than exist in separate systems. LiveRamp's extensive partner network and data collaboration infrastructure help close those gaps, enabling audiences to move efficiently across the marketing and programmatic ecosystem.
Flexibility for Standard and Custom Audience Strategies
No two brands have exactly the same audience needs.
In addition to standard segments, advertisers can leverage custom audience definitions informed by NIQ’s purchase intelligence and MRI-Simmons' consumer research through the LiveRamp Data Marketplace. This flexibility allows marketers to build audiences that align with specific campaign goals, category dynamics, or business questions while benefiting from streamlined activation across channels.
Insight is only helpful when it can be put into action
A Stronger Foundation for the Future
As advertising continues to evolve, marketers need audience solutions that balance precision, scale, and consumer trust.
The collaboration between NIQ, MRI-Simmons, and LiveRamp brings together three complementary strengths: comprehensive consumer purchase intelligence, industry-leading consumer research, and a robust activation and data collaboration ecosystem. Together, they help bridge the gap between understanding consumers and engaging them effectively.
The result is a simpler path from insight to execution—one that empowers marketers to identify their most valuable audiences, activate with confidence, and drive more meaningful outcomes across today's increasingly complex media landscape.
