Cadent

NIQ Expands GeoPurchase Audiences to Four Countries

NIQ announced the international expansion of its GeoPurchase audiences into Poland, Belgium, Mexico and Indonesia, extending its purchase-based, geo-targeted audience product into new markets. The offering helps marketers target geographic areas with high purchase propensity for specific FMCG categories, brands or sub-brands by leveraging retailer-sourced purchase signals. NIQ says GeoPurchase syndicated audiences are available through platforms including The Trade Desk, Cadent and AdSquare, and that the product is now offered across 11 countries with custom audiences in 28 markets. Maureen Stapleton, NIQ’s Global Commercial Leader for the Media Division, highlighted the capability as a way to turn local demand signals into actionable media activation and measurement.

Creative Alchemy: Data and AI Meet Creative

Marketecture published a Cannes Lions–themed newsletter (authored by Chief Commercial Officer Jackelyn Keller) arguing that current adtech and data tools are moving upstream to shape creative work. The piece highlights how data, AI, and more mature dynamic creative optimization (DCO) enable more relevant, responsive ads — especially in CTV — while stressing that human creative direction remains essential. The newsletter quotes marketing leaders (from Big Happy, Genius Sports, OpenX, Cadent, and Locala) and notes Marketecture’s on-site Cannes coverage and an upcoming Marketecture Live event in Chicago. The sponsor message from RISE promotes an "agentic bid enrichment" approach to enrich anonymous bid requests before they reach buyers.

NIQ & MRI‑Simmons Expand Audience Partnership with Cadent

NIQ, MRI‑Simmons and Cadent announced an expanded relationship to make audiences informed by NIQ’s omnichannel purchase data and MRI‑Simmons’ consumer research available for distribution and activation via the Cadent Platform. The collaboration combines purchase-based insights and a broader audience taxonomy to help advertisers plan, activate and measure more consistent audience segments across channels, platforms, and devices. Cadent says the integration leverages its predictive intelligence to improve targeting precision, performance and scale, while all parties emphasise adherence to applicable data protection standards. Executives quoted include Jason Attanasio (Cadent) and Josh Pisano (NIQ / MRI‑Simmons).