McDonald’s and OMD New Zealand are leading the way for responsible data-led media, becoming the first advertiser in New Zealand to fully implement InfoSum’s data cleanroom solution.
Following a successful test in 2023, McDonald’s and OMD are officially the first to fully activate the McDonald’s data sets across all currently active publishers within InfoSum’s privacy-safe data cleanroom technology. This includes NZME, TVNZ and TradeMe, along with DSP partners META and Google, creating new innovative opportunities for advertising moving forward.
This pioneering solution allows McDonald’s to develop richer, more powerful audience strategies through secure data collaboration with local media partners to drive better outcomes for clients. Not only does this unlock more opportunities for activation with local partners, it also provides McDonald’s with deeper insights into how their first party data is consuming media, uncovers new and potentially unexplored opportunities to drive better outcomes for the brand. Kicking off with the Monopoly campaign, this technology gave McDonald’s the edge on communicating and engaging customers at every stage of the Monopoly journey.
As brands and agencies seek ways of targeting and measuring the impact of their campaigns in a privacy-first, cookieless world, InfoSum’s innovative controls, differential privacy techniques, and patented non-movement of data approach, pririotises consumer privacy at every stage. This means each stakeholder retains full control over their first party data, and consumer privacy is protected at all times.
“We are really proud to be leading the way in privacy. As this subject becomes more and more of a priority for consumers, media partners and brands, we want to ensure we are always at forefront ensuring the best outcomes for both brands and consumers. This technology is fantastic in bridging the dichotomy of privacy and personalisation, showcasing that in-fact we can look to achieve both in an ethical and trusted way, without sacrificing one or the other,” said Sam Burns, digital director OMD.
“We are constantly striving to use data smarts to drive better communication outcomes for the business. Ensuring we can understand and relate to customers on a nuanced level has been a journey we’re really proud of, all the while placing extra attention to privacy concerns and respecting customer’s identities,” said Adrian Green, head of consumer and business insights, digital marketing and merchandising McDonald’s New Zealand.
“Forward thinking agencies like OMD recognise the strategic importance of their first-party data amidst a rapidly evolving advertising landscape. With secure, future-proof environments, media owners and advertisers like McDonald’s can build targeted audiences, optimise campaigns, and deliver world-class ad experiences while laying a solid foundation for future growth,” said Richard Knott, SVP APAC at InfoSum.
InfoSum is redefining data collaboration in a privacy-first way. Founded in 2015, InfoSum’s vision is to connect the world’s data without ever sharing it – by developing the world’s first decentralised data collaboration platform with the power to analyse and activate data at speed. The service unlocks data’s limitless potential by powering a better data-driven customer experience through privacy-safe collaboration.
