NIQ (NYSE: NIQ) and its majority-owned joint venture MRI-Simmons have expanded their existing relationship with advertising platform Cadent to distribute purchase-based and consumer research audiences through the Cadent Platform, according to a press release.

Under the expanded arrangement, audiences built from NIQ's omnichannel shopping and digital purchase data will be made available alongside an expanded set of audience segments derived from MRI-Simmons' survey-based consumer research. Advertisers can then activate these audiences through Cadent's platform across linear TV, streaming, and digital channels.

"Marketers are challenged with an increasingly disjointed and complex media landscape, making it harder to unify ad activation and measurement across disparate channels," said Jason Attanasio, VP of Data Partnerships at Cadent. "MRI-Simmons' robust data sets, combined with NIQ's insight into consumer spending habits, unlocks new insights."

"By expanding our relationship with Cadent, we're helping advertisers bring NIQ's basket level insights across key verticals into their audience strategies in a more actionable way," said Josh Pisano, General Manager of Global Media at NIQ and MRI-Simmons.

The companies stated that all audiences are developed and deployed in accordance with applicable data protection standards. NIQ's data is described as consent-based, while MRI-Simmons' audiences are derived from survey research used to build modeled segments.