Syndicated and first-party data are not the same.

No. Those platforms help you identify share, velocity, distribution, category trend, and the numbers your sales team takes into retailer meetings. Brij is your identity and activation layer: the named buyer behind the purchase and the pipes that send them to your ad platforms and CRM. Most brands running Brij keep their syndicated contract in place. The two answer different questions and typically come out of different budgets.

SPINS can tell you that your velocity is up at a specific retailer, which attributes are driving the category. It cannot tell you the email address of anyone who bought you there. Brij captures that person at the moment of purchase, verifies the receipt, and turns them into a profile you can advertise to, email, and measure LTV against.

NIQ Activate is a retailer platform. It runs on the retailer's own sales, transaction-log, and loyalty data, and it lets brands collaborate on personalized offers and retail media inside that retailer's environment. With Activate you are reaching the retailer's shoppers through the retailer's channels, one retailer at a time. When the campaign ends you have result data, but the retailer still owns the customer. With Brij the customer record lands in your ad accounts and your CRM, it works across every retailer you sell through, and it persists after the campaign.

Complete Audiences builds segments from Circana's panel and loyalty partnerships and pushes them out through 20-plus partner platforms. Those are Circana's households, modeled and licensed to you for a flight. Brij Signal sends your own verified buyers, matched deterministically, into ad accounts you control. The practical differences: Brij audiences are people who demonstrably bought your product rather than households modeled to look like they might, the events flow in real time through each platform's Conversions API rather than as a segment drop, and the audience is still yours when the contract ends. Several brands run both, using licensed audiences for prospecting reach and Brij for the buyer base underneath it.

MikMak is commerce intelligence and omnichannel orchestration. It optimizes the path from an ad to a retailer product page and measures what happened downstream. That work happens before and around the purchase. Brij starts at the purchase itself: the shopper who already bought, scans, and hands you their identity along with a verified receipt.

Syndicated data is projected to market from POS feeds and panels. Brij reports actual verified purchases from the subset of buyers who engaged with a Brij experience. Brij will always show a smaller absolute number, because it counts identified buyers rather than modeled market volume.

Usually paid media, CRM and retention, or shopper marketing, rather than the insights and syndicated data line. Brij is typically purchased to improve ad efficiency and drive LTV outcomes, instead of for market measurement.

Meta, Google, and TikTok Ads via each platform's Conversions API. On the CRM and lifecycle side, Klaviyo, Attentive, Postscript, HubSpot, and other major platforms. Ask your rep about your specific stack.

Absolutely. Brij is SOC 2 Type I compliant, GDPR and CCPA compliant, and encrypts data with SHA-256. All data collected is owned by your brand, not by Brij.