Multi-party collaboration delivers 2.5x incremental reach across linear and CTV for Ads & Data
Goal
Cristal wanted to reach 25–44 year olds across CTV and maximize incremental reach. Ads & Data needed to prove deduplicated reach while keeping partner data secure.
Challenge
Multiple partners in Ads & Data had to collaborate securely, ensuring compliance and preventing data exposure, while enabling a network-wide view of audiences.
Solution
Using InfoSum’s clean room, Ads & Data partners connected linear TV, addressable TV, and BVOD exposure data from five companies, creating a unified audience view. Wave one targeted Cristal’s core 25–44 audience across all channels. In wave two, deduplicated exposure data enabled suppression of already-reached viewers, shifting spend to addressable and BVOD to drive incremental reach. Data never moved or exposed PII, as each partner worked within their own secure InfoSum Bunker.
Results
The campaign reached an impressive 23.4% of the 25-44 population on linear TV and was able to increase that reach to 58% when combining the deduplicated effort of wave one and wave two - an increase in incremental reach of 250%.
