NIQ announced a collaboration with Amazon Marketing Cloud that will let advertisers and agencies evaluate the reach and impact of cross‑platform advertising campaigns in Italy. The partnership combines NIQ’s Sinottica panel data with Amazon’s clean‑room analytics to compare linear TV, Amazon Ads inventory, and streaming environments, providing insights into incremental reach and purchase influence on Amazon’s e‑commerce platform.
In parallel, NIQ became a certified Google Meridian partner, enabling the company to embed Google’s open‑source marketing‑mix models into its analytics platform. The certification allows clients to measure marketing impact across online and offline media channels, complementing NIQ’s proprietary MMM solution and expanding the breadth of its Full View™ consumer‑intelligence offering.
The move builds on NIQ’s recent growth, including a 5.8% year‑over‑year revenue increase to $1.1 billion in Q3 2025, and its 2023 acquisition of GfK. By integrating Amazon’s advertising data and Google’s MMM framework, NIQ is positioning itself as a leading provider of end‑to‑end, cross‑channel measurement in a fragmented media landscape.
Maureen Stapleton, NIQ’s Commercial Lead for Europe, said the Amazon partnership “helps advertisers understand their campaigns’ reach—and the incremental value of each platform—enabling smarter media investments.” Jason Tate, NIQ’s General Manager of Marketing Effectiveness, added that the Google Meridian certification “marks a major milestone in our mission to empower advertisers and media owners with best‑in‑class tools for measuring media impact faster, deeper, and more efficiently.”
These partnerships deepen NIQ’s omnichannel analytics, giving clients a more complete view of how advertising drives consumer behavior across TV, digital, and e‑commerce channels. The expanded capabilities are expected to strengthen NIQ’s competitive edge and support continued revenue growth in the media‑outcomes market.
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