• by Laurie Sullivan , Staff Writer, Yesterday

McDonald’s gained “substantial” performance based on industry benchmarks in a recent campaign through the recent integration of OpenX Technologies, an omnichannel supply-side platform, and Attain, which provides live purchase data.

The integration enables advertisers to measure sales lift, incremental ROAS, and new customer acquisition delivered through supply-side targeting in real-time to provide attribution accuracy comparable to walled gardens, which has long been a priority for the advertisers.

This new partnership addresses many of programmatic’s long-standing criticisms by making media buying simpler and smarter, reducing duplicative bidding, improving efficiency, and driving measurable sales lift.

It combines Attain’s live panel intelligence with OpenX’s proprietary identity graph, giving advertisers a direct, privacy-safe path to verified consumers across CTV, app, and web, explained Brian Chisholm, senior vice president of strategic partnerships at OpenX.

“The programmatic ecosystem historically leaned too heavily on proxy metrics like clickthrough and viewability rates,” Chisholm told MediaPost.

The results included a 2.69% increase in new customers at a cost-per-acquisition (CPA) of $4.48, as well as a 1.29% rise in total sales. Incremental return on ad spend (ROAS) reached $10.92.

The McDonald’s campaign relied on Attain's panel of more than 10 million opt-in consumers and more than $700 billion in verified annual transactions across more than 10,000 retailers, merchants, and brands.

McDonald’s also gained daily insights from the campaign and weekly automated reports that did not require additional setup.

OpenX’s identity graph -- made available through its self-serve curation platform -- and Attain’s live purchase data provided real-time insights for optimization that was previously out of reach prior to the collaboration of the two companies.

Once only available through retail media networks, the companies highlighted that the supply-side partnership focuses on the value from strategic media curation and real-time supply-path optimization.