While external data signals are dwindling, data collaboration and Clean Room technology have become pivotal for maximizing monetization strategies. To gain insights into the transformative approach for publishers, we spoke with The Globe and Mail’s commercial data optimization team. They shared their journey and strategies, leveraging collaboration around customer data. 

In the first part of our interview, Kabil Rahaman, the Head of Data Optimization, explains how data collaboration is integrated into their strategy.

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How did The Globe and Mail integrate data collaboration technology into your existing data infrastructure?

We’ve undergone significant changes in the past few years, with a focus on building around our data warehouse. One of the main reasons we chose Optable as our partner is because the process was relatively easy. Leveraging Optable's connection to our data warehouse made it a no-brainer for us to develop that capability.

Are there specific metrics you use to measure the impact of data collaboration on your operations and revenue?

However, focusing solely on revenue provides a limited viewpoint of our impact. To gain a more comprehensive understanding, we look at our interactions with partners and the discussions we have. These conversations are a valuable starting point for measuring revenue opportunities and tracking our progress.

How do you see data collaboration and Clean Rooms technology influencing your data monetization strategy?

Data collaboration is viewed as an extension of our data strategy, enabling partners to bring their data to The Globe's environment for media investment planning. The key metric measured here is the financial success of whether we've matched an audience, targeted a specific audience, or used insights from that match to plan a campaign. 

First-party data is essential for successful data collaboration and activation. Can you describe your journey in building your first-party dataset?

The Globe and Mail’s strategy began over ten years ago. Unlike many digital news media publications that chase clicks and traffic, we focus on providing high-quality news journalism behind a paywall. We believe in a balanced value exchange for readers, whether they pay and subscribe or not. The goal is to nurture a reader’s journey from being anonymous to registering. We collect data at all stages of this journey, ensuring a fair exchange for the news and media consumed. This approach helps us better understand readers' preferences and connect them with better advertising.

What questions do you ask your advertising partners to help qualify and set them up for success in data collaboration?

The Globe and Mail follows a readiness checklist that includes having a first-party data strategy and agreement from key stakeholders (IT, Security, Legal), including an executive sponsor. The presence of a person willing to take responsibility and be accountable for the success of the program is crucial. 

Media agencies, as data controllers or data stewards, face the challenge of managing the expectations of multiple stakeholders while handling sensitive customer data for advertising. Experience in uploading customer lists to platforms like Meta or Google makes collaboration easier.

What makes data matching successful from a publisher's standpoint?

Success in data matching stems from mutual learning opportunities between two customer data owners. Our team is very obsessive about the relationship their readers have with ads, helping advertisers connect with receptive readers and audiences. I see our success in giving brands the chance to connect with our readers in a meaningful way and providing learning opportunities for both the brand and The Globe through customer list matching.

Tell us about your test-and-learn approach. How does it look?

The test-and-learn approach begins with curiosity, aiming to validate an assumption or theory for a partner. It’s a highly collaborative process designed to produce structured tests to address business challenges. We use the acquired insights to improve campaign planning and segmentation.

What are your tactics in case the audience match with the advertiser is not significant?

As an optimistic person, I believe that a low audience match provides an opportunity for customer growth and acquisition. In this scenario, tactics include creating look-alike models, leveraging content insights, and excluding current customers.

It's important to test different tactics and learn from the results. Compare these tactics with a publisher's first-party audience to determine if there's a lift or difference in how the publisher defines their own audience compared to how you would match.

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About Globe Media Group

Globe Media Group is a media and marketing company that empowers advertisers with solutions and content to influence ambitious Canadians. As the advertising arm of The Globe and Mail, Globe Media Group’s offerings are end-to-end across multiple platforms, including digital, video, podcasts, app, newspaper and magazines, as well as custom content and special events. Globe Media Group provides unparalleled access to influential audiences within trusted, premium environments, reaching 20.5 million monthly unique visitors through Globe Alliance—a premium digital network of the world’s best news, business and lifestyle sites. Globe Media Group also connects advertisers to 2.6 million weekly readers of The Globe and Mail, Canada's most trusted news source. Each day, The Globe engages Canadians with award-winning coverage and analysis of news, politics, business and lifestyle topics.

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