Circana has added predictive commerce signals to its Complete Audiences solution, helping advertisers target consumers based on expected demand. The signals, powered by artificial intelligence (AI), identify shoppers likely to enter a category, spend more, switch brands, or disengage. Advertisers can build audiences around anticipated purchases rather than past ones. Circana says this ties planning, activation, and measurement to goals such as sales, category growth, and customer retention. The signals draw on 129 million modelled US households and nearly 2.6 million universal product codes (UPCs), backed by 500 billion deterministic signals. In a recent test across 13 brands, the signals improved performance in every campaign. Gains ranged from 11% to 36%, with a median uplift of 22%.

Circana unveils ai-powered predictive commerce signals to anticipate demand and activate audiences. * 2 hrs ago Chicago, Oct. 28, 2026 (GLOBE NEWSWIRE) - Circana, LLC today introduced new predictive commerce signals for its Circana Complete Audiences(R) solution, putting emerging changes in consumer demand at the center of audience strategy. Powered by artificial intelligence and Circana's commerce intelligence, the new signals turn shifts in shopping behavior into audiences that advertisers can activate and measure, connecting media decisions to business results. Built on a shared foundation of household intelligence, the signals identify consumers likely to enter a category, spend more, switch brands, or disengage. Advertisers can use these indicators to shape audience strategies around anticipated purchasing behavior, rather than relying primarily on what consumers have bought in the past. This forward-looking approach gives advertisers a concrete basis for deciding when to engage consumers as demand evolves. It brings planning, activation, and measurement together around clear business objectives: sales, category growth, and customer retention. "Advertisers need to understand where demand is going, and act on it," said Jill Smith, executive vice president of Global Media for Circana. "Our commerce intelligence turns changes in consumer behavior into predictive signals advertisers can use to plan campaigns, adjust media investments, and measure business results." "At Tinuiti, we believe purchase behavior can reveal new sources of growth and demand for brands," said Tavo Castro, executive vice president of Strategic Planning at Tinuiti. "Circana's Complete Audiences powerfully complements our Adaptive Commerce approach, using predictive audience signals to inform strategy while driving more responsive activation and measurable business impact." Circana's predictive commerce signals draw on 129 million modeled U.S. households and nearly 2.6 million UPCs, backed by 500 billion deterministic signals. In a recent test across 13 brands, applying Circana's commerce signals improved performance in every campaign. Gains ranged from 11% to 36%, with a median uplift of 22%. About Circana Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana's predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana's Liquid Data(R) technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com. Circana Media Contact Shelley Hughes 312-731-1782 Media gallery

Circana will add weekly, item-level data on about $200 billion in third-party marketplace sales to its point-of-sale (POS) market measurement from the first quarter of 2027. The data comes from the largest online retailer and is powered by Jungle Scout. The sales include about $130 billion in general merchandise and $70 billion in consumer packaged goods. Clients can find demand hidden by stockouts, spot marketplace-only launches before they appear in POS data, and view all channels together. The first phase covers Canada, Mexico, the UK, and the US. France, Germany, Italy, and Spain will follow later in the year. "Third-party marketplaces are no longer peripheral," said Stuart Aitken, president and chief executive officer of Circana.