Digital Purchase GeoAudiences previously provided syndicated audiences across 13 international markets, providing purchase-informed audience intelligence across a range of digital-first industries and shopping environments.

The tool aims to help advertisers identify geographic areas where there is stronger digital shopping activity to help inform media investment.

The five new European markets added to the tool are the UK, France, Germany, Spain and Italy, featuring retailer, category and brand-level audiences, with segment availability varying by market and data feasibility.

Initial sectors covered include travel, automotive, technology, telecommunications, retail, entertainment, financial services and quick-service restaurants.

Digital Purchase GeoAudiences will also include purchases made from direct-to-consumer services, subscription services and online marketplaces.

Segments will initially be distributed through The Trade Desk, and NIQ will expand distribution through additional programmatic platforms in the near future.

Maureen Stapleton, global commercial lead at NIQ’s media division, said: “Marketers shouldn’t have to guess where demand is coming from before they invest.

“People now discover and buy products across more digital channels than ever.”