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MRI-Simmons and TransUnion Expand Access to Premium Audience Segments in the TruAudience® Data Marketplace

Relationship expands marketers’ ability to plan and activate high‑quality, research‑driven audiences across the streaming and omnichannel ecosystem MRI‑Simmons announced an expansion of its relationship with TransUnion to provide advertisers, agencies, and publishers access to a broader taxonomy of premium, research‑driven audience segments through the TruAudience® Data Marketplace. With the expanded relationship, marketers can tap into […]

6 April 2026 at 07:19 pm

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MRI-Simmons, a leading provider of consumer research and data solutions, has announced an expansion of its relationship with TransUnion, a global data and analytics provider. This strategic partnership enhances marketers' ability to plan and activate high-quality, research-driven audiences across the streaming and omnichannel ecosystem through the TruAudience® Data Marketplace.

The expanded relationship provides advertisers, agencies, and publishers with access to a broader taxonomy of premium, research-driven audience segments. These segments are modeled using insights derived from MRI-Simmons' industry-leading consumer research, offering a comprehensive understanding of American consumers. The expanded offering includes psychographic profiles, lifestyle and leisure behaviors, brand preferences, and media consumption habits.

Drawn from one of the most comprehensive and representative studies of American consumers, these segments support audience planning and analysis across the full omnichannel ecosystem. This allows marketers to better understand high-value consumer groups and tailor their strategies accordingly. The TruAudience® Data Marketplace, which has been growing as a trusted hub for premium audiences, now showcases MRI-Simmons' research-derived, modeled segments, further solidifying its position in the market.

In addition to the extensive library of syndicated segments available in the TruAudience® Data Marketplace, brands can collaborate with MRI-Simmons to design custom audience definitions informed by specific objectives and research-driven insights. These audience definitions can then be brought to life through TransUnion's TruAudience® platform, enabling flexible activation across channels.

Anna Haase, SVP of Business Development and Data Partnerships at TransUnion, commented on the expansion, stating, "The TruAudience® Data Marketplace continues to grow as a trusted hub for premium audiences, and showcasing MRI-Simmons’ research-derived, modeled segments is a natural extension of that vision. This expansion gives marketers access to high-quality consumer insights within a marketplace built for scale, flexibility, and omnichannel activation."

Fredrik Skantze, CEO and Co-founder of Funnel Beyond, expressed excitement about the partnership in a recent MarTech interview. He highlighted how the expanded relationship enables brands to leverage MRI-Simmons' research-driven insights to create more effective audience strategies. Skantze emphasized that the ability to design custom audience definitions and activate them across channels is crucial in today's competitive marketing landscape.

The expansion of the MRI-Simmons and TransUnion partnership underscores the growing importance of data-driven audience planning and activation in the digital age. As the marketing landscape continues to evolve, with the death of third-party cookies and the rise of consent orchestration, having access to high-quality, research-driven audience segments becomes even more critical. The TruAudience® Data Marketplace, now enriched with MRI-Simmons' insights, provides marketers with the tools they need to navigate these challenges and deliver more effective campaigns.

In conclusion, the expanded partnership between MRI-Simmons and TransUnion represents a significant step forward in the realm of audience data and marketing technology. By offering a broader range of premium, research-driven audience segments, the TruAudience® Data Marketplace empowers marketers to make more informed decisions and execute more effective campaigns across the omnichannel ecosystem. As the industry continues to adapt to new data privacy regulations and consumer expectations, this partnership is poised to play a pivotal role in shaping the future of audience-centric marketing strategies.

Source: Marketing Analytics & Marketing Attribution | MarTech Series

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