Case Study: New York Times Advertising achieves precision audience targeting and stronger ad performance with Decentriq

New York Times Advertising boosts CTR lift 61% with Decentriq

New York Times Advertising, the advertising arm of The New York Times, collaborated with a major global financial institution on a campaign to reach a highly specific, high-value audience. Their challenge was to find these "lookalike" prospects and bridge the addressability gap without relying on third-party cookies. They turned to Decentriq and its data clean room technology to enable this responsible data collaboration.

The solution implemented by Decentriq allowed the two parties to securely analyze their first-party data overlaps and create precise lookalike audiences within the clean room. This process revealed that 25% of the bank's customers were Times readers. The resulting ad campaign, activated without either party accessing the other's raw data, delivered significant performance uplifts, including a 20% increase in Quality Visit Rate and a 61% lift in international click-through rates. The success of this collaboration led the client to renew the program, validating Decentriq's platform as a scalable blueprint for privacy-safe advertising.

New York Times Advertising