Case Study: The Globe and Mail triples campaign reach with Optable data collaboration

How The Globe and Mail Tripled Reach with Data Collaboration in VIA Rail Ad Campaign. Part 2

The Globe and Mail, a leading Canadian publisher, partnered with Optable to enhance its digital advertising effectiveness. Their challenge was to determine if enriching their own audience data with a client's first-party data could outperform their standard targeting and better achieve campaign goals for awareness and trip planning.

Using Optable's data collaboration and clean room technology, The Globe and Mail matched its reader base with the advertiser's audiences to generate insights and build a look-alike model. This solution allowed for highly targeted ad placements in specific content sections and expanded reach to new potential customers. The campaign with VIA Rail, executed through the Optable platform, resulted in a 3.4 times increase in reach, demonstrating the success of their strategic data partnership.

The Globe and Mail

Soleil Adler

Data Optimization Manager