Circana

Leading provider of retail and consumer purchase data with significant market share in CPG and retail analytics

Circana was formed in July 2022 through the merger of Information Resources, Inc. (IRI) and The NPD Group, creating one of the world's largest market research and analytics companies. The company provides comprehensive consumer behavior insights, point-of-sale data, and predictive analytics across retail, consumer packaged goods (CPG), and other consumer-facing industries. While not a pure-play AdTech company, Circana plays a crucial role in the advertising ecosystem by providing the data and insights that inform media planning, campaign measurement, and marketing effectiveness analysis. Circana serves over 7,000 clients globally, offering solutions that track consumer purchases, preferences, and trends across multiple channels including brick-and-mortar retail, e-commerce, and foodservice. The company's data assets cover more than 90% of the U.S. population's purchases and extend across numerous international markets. Their analytics platforms help brands and retailers understand market dynamics, optimize product assortments, measure marketing ROI, and make data-driven decisions about advertising spend and strategy. The company operates as a critical data infrastructure provider for the advertising industry, enabling marketers to connect purchase behavior with media exposure, measure campaign effectiveness, and optimize targeting strategies. Circana's position at the intersection of retail data and marketing analytics makes it an essential partner for brands seeking to understand the full customer journey from ad exposure to purchase.