Case Study: Old Navy boosts incremental reach and lowers cost with The Trade Desk

Old Navy drives incremental reach by 20% with live sports testing. The move reduced cost per unique household and spurred decisioned upfront buys for 2024

Old Navy partnered with The Trade Desk and PHD to modernize its upfront TV strategy as linear viewership declined and the brand looked to reach valuable audiences more efficiently on Connected TV (CTV). Using The Trade Desk’s Reach and Overlap Report, Old Navy first identified audience overlap across publishers and consolidated upfront partners onto the platform through programmatic guaranteed to gain a clearer view of household reach and frequency.

The Trade Desk then helped Old Navy test decisioned CTV private marketplace deals for live sports, using audience exclusions and Koa™ optimizations to reduce overlap and improve performance. The result was 1.2 million incremental households reached, 36.7 million total households reached across PG and live sports, and a 70% lower cost per unique household on live sports versus programmatic guaranteed, leading Old Navy to commit to continued decisioned upfront buys in 2024.

Old Navy

Bette Kestin

Director of Media Strategy and Investment