The agreement will use first-party data captured by Shopmium from multi-retailer purchase receipts, gathered from its consumer who use the app to access discounts on FMCG goods.

The data is then modelled out by Nielsen, scaled up and distributed to platforms for activation.

This allows Nielsen to then create audience segments based on the data from Shopmium’s consumers, which can help inform marketing campaigns for clients.

The partnership comes amid a decline in the use of third-party cookies as a method of measuring consumer activity, with Google having announced it will cease using cookies on its Chrome browser by the end of 2024.

Paul Barnard, country lead for northern Europe at Nielsen Marketing Cloud, said: “The new opportunities presented to clients are significant. Consumer brand marketers are demanding seamless digital solutions to deliver results at scale.

“Marketers, in turn, will be able to access more than 500 FMCG-ready buyer segments with all different size ranges for use on a variety of platforms in the UK and France.”

Stuart Sankey, head of Shopmium UK, said: “In a world where FMCG brands struggle to collect first-party data from their consumers, a Shopmium in-app activation followed by Nielsen data enhancement now provides a solution to re-engage buyers and their lookalikes outside the app on programmatic channels such as video, social media, display, native and audio at scale.”