NIQ and Unlimitail Partner to Boost Retail Media Measurement Across 21 Countries
Event summary
- NIQ and Unlimitail are collaborating to enhance retail media measurement capabilities across 21 countries and 35 retailers.
- The partnership combines Unlimitail's retail media network with NIQ's consumer intelligence and analytics.
- Initial deployment will begin with Carrefour operations in France, Spain, and Brazil, with pilot programs expected mid-2026.
- The collaboration aims to link media exposure to verified sales outcomes and provide a consistent view of performance across retailers and markets.
The big picture
Retail media investment is surging, with 67% of CMOs planning to increase spending in 2026. However, only 53% believe current retail media networks provide adequate measurement capabilities. This partnership between NIQ and Unlimitail aims to address this gap by providing a more connected measurement ecosystem, enabling marketers to demonstrate the true business impact of their investments. The collaboration reflects a broader industry shift towards unifying media, commerce, and consumer data to drive smarter investment decisions.
What we're watching
- Execution Risk
- Whether NIQ and Unlimitail can successfully integrate their technologies and deliver measurable results by mid-2026.
- Market Adoption
- The pace at which other retailers and brands adopt this enhanced measurement framework beyond the initial Carrefour deployment.
- Data Privacy
- How the partnership's use of clean room environments will address privacy concerns and regulatory compliance across different markets.