TransUnion and MRI-Simmons Collaborate to Enable Addressability throughout the Advertising Ecosystem

Partnership brings together data and technology to power actionable insights for marketers, their agencies, and their media partners

TransUnion (NYSE: TRU) today announced a partnership with MRI-Simmons, a leading provider of insights on the American consumer. As two leading data and technology companies, this collaboration will benefit clients with improved actionability across the addressable marketing ecosystem.

MRI-Simmons data can now be layered on to the TransUnion identity spine, enhancing MRI-Simmons’ 60,000 consumer variables for data enrichment and activation. Additionally, MRI-Simmons’ audiences are now available in TransUnion’s TruAudience® Data Marketplace, enabling advertisers and publishers to reach precisely defined audiences in 80 million streaming households.

Powered by a probabilistic and address-based sampling methodology, MRI-Simmons’ single-source consumer dataset provides a nationally representative and culturally diverse view of Americans that is an essential asset for brands and their agencies.

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“Our partnership with TransUnion simplifies how clients and partners can drive successful outcomes using consumer data,” said Josh Pisano, SVP of Business Development and Product Strategy at MRI-Simmons. “By leveraging TransUnion’s graph, we can increase data interoperability without sacrificing the quality of our consumer signals.”

“We work closely with both TransUnion and MRI-Simmons, so we are excited to see two powerful consumer insights providers come together to promote addressability at scale,” added Brian Lin, SVP, Product Management Ad Sales at TelevisaUnivision. “This partnership will help fuel simpler data activation for publishers and our advertisers—which is exactly what we need in today’s complex advertising ecosystem.”

TruAudience marketing solutions combine the expansive consumer data, advanced identity resolution, audience building, and targeting capabilities of TransUnion and Neustar into a comprehensive and interoperable suite of marketing solutions.  Additionally, the product suite offers closed-loop marketing measurement and attribution, and credit-informed marketing solutions. TruAudience powers these solutions for leading brands, agencies, publishers, data owners, and technology providers.

“With the concurrent forces of media fragmentation, data deprecation, and privacy changes coming to a head, our customers are seeking sustainable solutions for the future of audience-based marketing,” said Julie Clark, SVP of Media & Entertainment at TransUnion. “Our partnership with MRI-Simmons will power simpler, more interoperable, more readily available data insights and audiences that the ecosystem needs today.”

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