MRI-Simmons expands partnership with TransUnion

MRI-Simmons (NIQ) announced an expansion of its relationship with TransUnion (TRU) to provide advertisers, agencies, and publishers access to a broader taxonomy of premium, research-driven audience segments through the TruAudience Data Marketplace. With the expanded relationship, marketers can tap into thousands of syndicated audience segments modeled using insights derived from MRI-Simmons’ industry-leading consumer research. This includes psychographic profiles, lifestyle and leisure behaviors, brand preferences, and media consumption habits. Drawn from one of the most comprehensive and representative studies of American consumers, these segments support audience planning and analysis across the full omnichannel ecosystem, helping marketers better understand high-value consumer groups. Beyond the extensive library of syndicated segments available in the TruAudience Data Marketplace, brands can also work with MRI-Simmons to design custom audience definitions informed by specific objectives and research-driven insights. These audience definitions can then be brought to life through TransUnion’s TruAudience platform, enabling flexible activation across channels.