Case Study: RainBarrel builds privacy-compliant, context-rich digital advertising audiences with SafeGraph data

RainBarrel builds 2,600+ privacy-compliant audiences with SafeGraph

RainBarrel, a Canada-based AdTech startup, faced the challenge of building high-quality digital advertising audiences. They needed geospatial data to provide context around mobile pings, such as identifying the types of places people visit, in order to move beyond basic location targeting. This data was difficult to source for the Canadian market and had to be gathered in a privacy-compliant and ethical way. To solve this, they turned to vendor SafeGraph for its geospatial data.

Using SafeGraph's data, RainBarrel built its proprietary Audience Graph to create audiences based on real-world, offline behaviors rather than just online activity. This allowed advertisers to target consumers with far greater precision and context. The solution was built on core principles of privacy, transparency, and reach, ensuring compliance with regulations and providing clear methodology. SafeGraph's data enabled RainBarrel to effectively close the gap between consumer aspiration and genuine purchase intent for its clients.

RainBarrel