McDonald’s and OMD New Zealand lead the way with Infosum’s data solutions

McDonald’s and OMD New Zealand have become the first advertiser in New Zealand to fully implement InfoSum’s data cleanroom solution. 

Following a successful test in 2023, McDonald’s and OMD have fully activated 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. 

Unexplored opportunities

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.

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.

Leading the way

Sam Burns, Digital Director OMD, says, “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.”

Adrian Green, Head of Consumer and Business Insights, Digital Marketing and Merchandising McDonald’s New Zealand, says, “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.”

Richard Knott, SVP APAC at InfoSum, adds, “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.”

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