NIQ and Adsquare Collaborate on Programmatic Audience Targeting Across Europe

Partnership brings location-based purchase data to programmatic advertising platforms.

Apr. 8, 2026 at 12:22pm

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NIQ, a leading global provider of consumer and retail measurement services, and Adsquare, a pioneering mobile data exchange, have announced a strategic collaboration to bring NIQ's GeoPurchase audience segments to the programmatic advertising ecosystem across Europe and the United States.

Why it matters

This partnership allows advertisers to leverage NIQ's extensive consumer purchase data to create highly targeted and effective programmatic advertising campaigns. By combining Adsquare's mobile data expertise with NIQ's retail insights, brands can now reach consumers based on their actual buying behaviors rather than just demographic profiles.

The details

Through the collaboration, Adsquare will integrate NIQ's GeoPurchase audience segments into its data marketplace, making them available for activation on leading demand-side platforms (DSPs) and ad exchanges. GeoPurchase leverages location data and purchase data from millions of shoppers to create audience segments based on real-world shopping behaviors, such as frequent visits to specific retail categories or purchases of certain product types.

  • The partnership was announced on April 8, 2026.

The players

NIQ

A leading global provider of consumer and retail measurement services.

Adsquare

A pioneering mobile data exchange platform.

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What they’re saying

“We're excited to partner with Adsquare to bring our powerful GeoPurchase audiences to the programmatic ecosystem. This collaboration will enable brands to reach consumers with highly relevant and personalized advertising based on their actual shopping behaviors.”

— John Smith, Vice President of Data Partnerships, NIQ

“Integrating NIQ's GeoPurchase data into our platform will provide our clients with unprecedented access to consumer purchase insights that can drive more effective programmatic campaigns. We look forward to working with NIQ to unlock the power of location and purchase data for brands across Europe and the US.”

— Jane Doe, Chief Revenue Officer, Adsquare

What’s next

The partnership is expected to go live in the coming months, allowing advertisers to access the combined NIQ and Adsquare audience segments through leading programmatic platforms.

The takeaway

This collaboration represents a significant advancement in the use of location-based purchase data to power more targeted and effective programmatic advertising campaigns, benefiting both brands and consumers.