Connecting Data to Drive Sales
Achieving precise attribution and measurable sales outcomes within programmatic advertising has long been a challenge outside traditional retail media networks. However, a recent collaboration between OpenX, an omnichannel supply-side platform, and Attain, a live purchase data provider, has demonstrated the potential to overcome these barriers. Their partnership with McDonald’s has delivered retail media-level results by integrating identity graphs and live purchase data for advanced targeting and optimization.
Driving Measurable Sales Lift for McDonald’s
The integration of OpenX’s identity graph with Attain’s live purchase data enabled McDonald’s to target consumers directly in a privacy-safe manner while optimizing campaigns in real time. This approach resulted in a 2.69% increase in new customer acquisition at a cost per acquisition (CPA) of just $4.48, alongside a 1.29% uplift in total sales. Moreover, McDonald’s achieved an incremental return on ad spend (ROAS) of $10.92, validating the effectiveness of this programmatic solution in driving tangible revenue growth.
Precision Beyond Walled Gardens
This solution delivers attribution accuracy on par with traditional walled gardens, moving beyond proxy metrics such as clickthrough rates and viewability. The integration facilitates daily insights and automated reporting, allowing for continuous campaign refinements that maximize impact. By offering transparent, data-driven attribution, brands gain confidence in the effectiveness of their programmatic investments.
Redefining the Retail Media Landscape
Capabilities once exclusive to retail media networks, such as direct sales attribution and new customer measurement, are now accessible programmatically. This evolution presents brands and agencies with alternative or complementary strategies to traditional retail media. The open programmatic ecosystem’s ability to deliver comparable results expands options for marketers seeking more flexible procurement and targeting approaches.
What This Means for Brands
Programmatic advertising is entering a new performance frontier, offering measurable sales lift and attribution precision that rivals retail media networks. Brands can now run sales-focused campaigns outside walled gardens without compromising privacy or efficiency. This shift enhances competitive dynamics and empowers advertisers to integrate programmatic solutions strategically into their retail media mix for stronger business outcomes.
