CASE STUDY
BDC: Domonstrating ad effectiveness using 1st-party data
The Globe and Mail and BDC matched Globe readers that were exposed to BDC ads on theglobeandmail.com with BDC new prospects and clients.
Results
The Globe and Mail demonstrated a 2X contribution lift in BDC new prospects or clients for ad exposed readers and a 2.6X lift in conversion rate using matched customers compared to audience targeting, using Optable’s privacy-safe clean room solution. Through the use of Optable’s data collaboration technology, BDC acquired insights into how media investments converted into prospects and clients, enabling improved campaign performance.
2X
contribution lift in BDC new prospects
or clients for ad exposed readers
2.6X
contribution lift in conversion rate using
matched customers compared to audience targeting
Challenge
The Globe and Mail and BDC wanted to improve their measurement approach with removing 3rd party cookies to measure success.
They pursued using a clean room to measure contribution.
Strategy
Each data owner collaborated with Optable’s clean room solution to administer a privacy-safe method for measuring contribution.
An A/B test was created to demonstrate whether matched customer data would outperform The Globe’s Entrepreneur reader segment.
