Case Study: Ads & Data achieves 2.5x incremental reach with InfoSum

Multi-party data collaboration powers incremental reach across linear and CTV for publisher alliance Ads & Data

Ads & Data, the Belgian alliance of media owners and telcos, needed a way to maximize incremental reach for Cristal’s target audience of 25-44-year-olds across linear TV, addressable TV, and BVOD. Their challenge was to deduplicate exposure across partners while staying compliant and protecting each party’s competitive data, which led them to use InfoSum’s Data Clean Room.

InfoSum enabled Ads & Data to connect first-party and exposure data from multiple partners in a secure, privacy-preserving way, creating a five-way view of the audience and suppressing already-exposed users in wave two. As a result, Cristal’s deduplicated reach increased from 23.4% on linear TV alone to 58% across linear TV, addressable TV, and BVOD, delivering 2.5x incremental reach, plus 30% recognition, 12% brand familiarity, and 2.8x purchase intention among exposed 25-44-year-olds.

Ads & Data

Ann-Sophie Libbrecht

Innovation Manager