Renault and Axel Springer improve advertising performance with first-party data
Goal
Test whether Renault’s first-party data could outperform cookie-based targeting. Ensure privacy and security while proving value with Axel Springer as the media partner.
Challenge
Renault had never used its first-party CRM data in this way. The challenge was finding a secure, privacy-compliant technology and a trusted partner to scale reach.
Solution
Using InfoSum’s clean room, Renault matched its CRM data with Axel Springer’s audience data without moving or sharing PII. A seed audience overlap was modeled into a lookalike audience within Axel Springer’s DMP. This campaign ran in parallel with a cookie-based control, proving the effectiveness of first-party data collaboration at scale.
Results
The results clearly show that the strategy powered by first-party data outperformed the cookie-based campaigns. Furthermore, it demonstrated that this performance can be achieved at a lower cost, reaching more relevant audiences without compromising on addressability.
Renault and Axel Springer improve advertising performance with first-party data
