Case Study: OBI First Media Group boosts campaign performance with Decentriq

OBI First Media Group boosts ad recall by 8% with Decentriq

OBI First Media Group, the retail media arm of OBI, faced the challenge of activating its high-quality first-party data for its brand partner GARDENA in a privacy-compliant way. They needed to securely combine their CRM and retail media data with Ad Alliance’s publisher inventory to achieve more relevant targeting across channels like Connected TV, without using third-party identifiers. To solve this, they turned to the data clean room platform from Decentriq.

Using Decentriq's platform, the partners securely matched and activated their first-party data. Through overlap analysis and AI-powered lookalike modeling, they identified new high-potential audience segments for precise targeting. The campaign for GARDENA’s robotic lawnmower achieved an 8% uplift in ad recall and a 3% uplift in purchase intent, demonstrating the measurable impact of Decentriq's privacy-safe data collaboration.

OBI First Media Group