Westpac
ADH (Clean room activation)
Brief
As third-party cookie deprecation continues to reshape the digital advertising landscape, Westpac sought a scalable and privacy-compliant solution to optimize their media spend and enhance audience targeting. Their challenge was twofold: minimizing media wastage caused by overexposure and delivering tailored messaging across multiple lines of business (LOBs) without compromising user privacy. Westpac turned to Ads Data Hub (ADH) to centralize campaign data, leverage first-party insights, and navigate the transition to a privacy-first environment.
Background
Westpac engaged Razorfish to implement and operationalize ADH as a key enabler for their digital advertising strategy. The brief included:
Setting up ADH to integrate with Google Ads, YouTube, DV360, and Campaign Manager.
Developing actionable use cases for reach and frequency (R&F) optimization across campaigns.
Creating pipelines to ingest and analyze user-level campaign data.
Delivering visualized insights for quarterly business reviews (QBRs) and actionable recommendations to reduce media wastage while improving conversions.
35%
Increase in online orders 2023
Solution
The implementation delivered the capability to:
Enhance Media Efficiency: Reduce media wastage by identifying optimal frequency thresholds and addressing audience overlap across LOBs.
Improve Conversion Rates: Optimize reach and frequency parameters to increase conversions while maintaining stable spend.
Comprehensive Insights: ADH dashboards provided cross-platform visibility, enabling mid-campaign optimizations
Scalable Framework: Our approach laid the foundation for ongoing use of ADH, supporting privacy-compliant audience targeting and measurement in a cookie-less future.
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