Case Study: WhatsApp boosts privacy feature awareness with The Trade Desk’s Audience Reach Percentage

WhatsApp sees 87% reach uplift through audience-focused digital out-of-home targeting

WhatsApp worked with The Trade Desk to promote new privacy features and build trust with audiences beyond its core supporters. The challenge was to reach privacy-neutrals and privacy critics in a discreet, effective way that could explain the value of the new features without relying only on traditional digital channels.

Using The Trade Desk’s proprietary Audience Reach Percentage (ARP) targeting, WhatsApp added digital out-of-home (DOOH) to its multimedia campaign and used audience data to prioritize the most relevant screens. The Trade Desk’s solution delivered 80% of DOOH budget to audience-optimized screens and drove an 87% reach uplift versus the non-targeted baseline, helping WhatsApp maximize precision and engagement.

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