While cookie-based measurement remains prominent in the industry, advanced data capabilities are enabling advertisers and publishers to connect real people to real business outcomes without relying on the proxy signals used by 3rd party cookies and modelled conversions.
Globe Media Group partnered with VIA Rail, Touché!, and Optable on this execution, which matched Globe and Mail readers exposed to VIA Rail ads on The Globe to VIA Rail ticket purchasers. The partnership aimed to measure The Globe’s contribution to ticket sales using an entirely new methodology.
This innovative strategy of measuring success is monumental in shifting how the industry approaches measurement. Signal loss is an increasingly difficult problem to solve, and this represents a significant step forward.
Breaking ground
The approach leveraged Optable’s cleanroom technology with outstanding results, including a 20% lift in ticket sales, proven through matching ad-exposed Globe users to ticket purchasers.
The campaign effectively showcased a direct connection between ad exposure and tangible business outcomes, demonstrating the next chapter in ad measurement capabilities.
Privacy-first data power
At the heart of this innovation is the strategy to define measurement and utilize Optable’s cleanroom technology, a decentralized data ecosystem that facilitates collaboration around first-party data without compromising user privacy.
This combined approach delivers:
- Direct sales contribution in a privacy-compliant environment
- A reliable privacy-preserving platform for collaboration between parties
- A measurement framework that allows for standards without relying on third-party cookie attribution
Setting the industry standard
The campaign established a blueprint for how advertisers, publishers, and agencies can work together in the post-cookie era, proving that user privacy and concrete results aren’t mutually exclusive.
This partnership offers an exciting vision for marketers across industries to maintain standards for success measurement.
To learn more about how Optable’s technology can help your business, visit the case study.
