NIQ and Stirista Announce Collaboration to Advance Privacy-Safe Audience Solutions

Key Terms

privacy-safe regulatory

A privacy-safe approach uses methods and rules that protect personal or sensitive data while still allowing companies to analyze or share useful information. Think of it as blurring faces in a photo: the picture remains valuable for understanding patterns without exposing who people are. For investors, privacy-safe practices reduce regulatory, legal and reputational risk and can preserve access to data-driven products or markets that support future revenue.

identity-driven marketing technical

Identity-driven marketing is a way businesses tailor advertising and communications by using confirmed information about who customers are—such as email, purchase history, or device identifiers—to deliver more relevant messages. For investors, it matters because when done well it can lower customer acquisition costs and boost repeat sales, while also introducing privacy and regulatory risks that can affect reputation and future revenue, like tailoring a suit instead of selling off‑the‑rack clothes.

programmatic media technical

Automated buying and selling of digital advertising where software uses data to choose which ads to show to which people, often in real time, instead of manual negotiations. Like an online auction that matches ads to viewers automatically, it matters to investors because it shapes how efficiently advertising dollars are spent, affects revenue and margins for media companies and advertisers, and makes ad performance easier to measure and scale.

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Relationship aligns purchase-based intelligence with data-driven activation capabilities to support more effective advertising planning and activation

CHICAGO--(BUSINESS WIRE)-- NIQ (NYSE: NIQ), a leading consumer intelligence company, and Stirista, a provider of identity-driven marketing solutions, today announced a strategic collaboration to develop new audience solutions, media planning capabilities, and activation use cases for advertisers and brands.

Through the relationship, NIQ and Stirista will enhance their abilities to develop robust audience definitions, improve campaign planning, and support marketing performance across channels. The collaboration also enables marketers to harness modeled intent data and purchase-based insights to activate campaigns through Stirista’s platform.

As part of the relationship, NIQ will use insights informed by the collaboration with Stirista to advance its consumer research and analytics, strengthening how it supports audience design and planning. Specifically, Stirista will contribute privacy-safe consumer insights related to mobile device usage, professional status, and digital media consumption. Informed by these insights, NIQ will enhance its audience design and segmentation capabilities within its privacy-safe consumer framework.

“Today’s advertisers need to move seamlessly from insight to action without compromising privacy,” said Josh Pisano, General Manager of Global Media, NIQ. “By combining NIQ’s intelligence with Stirista’s activation platform, we’re enabling brands to plan smarter and activate with greater confidence across the media ecosystem.”

NIQ will provide Stirista with aggregated, omni-channel shopper insights. That intelligence strengthens Stirista’s identity-based insights and informs activation workflows within Stirista’s platform, allowing marketers to reach audiences across CTV, email, and digital without needing to rebuild them across systems.

“By leveraging NIQ’s purchase-based insights, Stirista can better design audiences and activate them through its platform and partners, particularly for CPG brands,” said Ajay Gupta, Stirista CEO and Founder. “These audiences are informed by consumer purchase insights that complement our modeled intent signals, enabling more effective targeting across programmatic media and targeted email campaigns.”

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

© 2026 Nielsen Consumer LLC. All Rights Reserved.

About Stirista

Stirista is a data-driven marketing technology provider that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista helps brands increase loyalty and acquire new customers across digital, email, CTV, and social channels. For more information, visit www.stirista.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260421485865/en/

Media Contact:
NIQ North America
NIQ.NACommunications@nielseniq.com

Source: NIQ Global Intelligence plc