TransUnion and National CineMedia (NCMI) have announced a partnership that will embed cinema exposure data into TransUnion’s TruAudience cross‑platform attribution platform. The move will allow advertisers to measure the impact of theater advertising alongside digital, CTV, and social channels, creating a unified view of campaign performance across all media.
The partnership leverages TransUnion’s identity graph, which covers 98 % of U.S. adults, and NCMI’s proprietary NCMx dataset that translates movie‑going behavior into actionable marketing intelligence. By integrating these data sets, TransUnion expands its data footprint into the cinema advertising market, a channel that reaches millions of consumers each week and is increasingly viewed as a performance‑driven medium. Management noted that the integration will be phased into the platform over the coming months, giving advertisers access to cinema data in the near future.
Strategically, the deal signals a broader shift toward comprehensive cross‑channel attribution services. Adding cinema data gives TransUnion a unique data source that competitors lack, strengthening its competitive edge and positioning the company to capture new revenue streams from advertisers seeking a complete measurement solution. The partnership also underscores TransUnion’s commitment to expanding its identity‑driven marketing and measurement suite, reinforcing its role as a leading provider of data‑powered attribution tools.
The cinema advertising market is growing, with a global valuation of $4.9 billion in 2025 and a 41 % year‑over‑year increase in U.S. out‑of‑home spending in Q1 2024. By incorporating cinema data, TransUnion taps into a resilient, immersive medium that delivers captive audiences and measurable performance, aligning with industry trends toward data‑driven attribution across fragmented media channels. "By integrating NCMx data into TransUnion’s attribution ecosystem, we are taking our data‑driven approach to the next level," said Manu Singh, Chief Data & Innovation Officer at NCMI.
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