CASE STUDY
VIA Rail: Measuring reader contribution to ticket sales
The Globe and Mail and VIA Rail use Optable’s data clean room to connect ads to ticket sales.
Results
The Globe and Mail achieved a 20% contribution to ticket sales by matching VIA Rail ad-exposed Globe readers to ticket purchasers using Optable’s privacy-safe clean room solution. Through the use of Optable’s data collaboration technology, VIA Rail acquired insights into how media investments converted into ticket sales, enabling improved campaign performance.
20%
lift in ticket sales proven through matching
ad exposed users to ticket purchasers
Challenge
The challenge was to improve measurement of VIA Rail’s ad performance on The Globe and Mail while removing third-party cookies to measure success.
Strategy
The Globe and Mail and Touché matched Globe readers that were exposed to VIA Rail ads on The Globe with VIA Rail ticket purchasers.
Each data owner collaborated with Optable’s clean room solution to administer a privacy-safe method for measuring contribution.
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