Case Study

Ad Alliance and OBI First Media Group use Decentriq to unlock privacy-safe, high-performing audience activation for GARDENA

Robotic lawnmower cutting grass during the golden hour

Securely linking CRM and media data to activate high-performing audience segments across Connected TV, video, and display.

uplift in ad recall

uplift in purchase intent

“Only relevant advertising is good advertising. The ability to bring our first-party data securely into a high-impact media environment is a gamechanger. Through our collaboration with Ad Alliance — enabled by Decentriq — advertisers can now reach their audiences more effectively and precisely.”

– Patricia Grundmann, Vice President Media & Retail Media, OBI; Managing Director, OBI First Media Group

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“By implementing a fully privacy-compliant clean room setup, first-party data can now be activated collaboratively and effectively. Together with OBI First Media Group, we’ve established a new technological standard for how retailer and publisher data can be securely and scalably combined.”

– Martin Hoberg, Chief Tech Officer, Ad Alliance

The challenge

Advertisers across industries face a growing challenge: how to activate high-quality first-party data in a privacy-compliant way while ensuring effective reach across media environments.

For OBI and its retail media arm, OBI First Media Group, this challenge was central to serving its brand partners. Its supplying brand GARDENA’s latest campaign, focused on the SILENO free robotic lawnmower and its “Free Garage” activation sought to reach garden owners and robotic mower enthusiasts on the big screen (particularly through CTV). It further aimed to enhance sales appeal and purchase intent while avoiding the use of third-party identifiers.

OBI sought to combine its rich CRM and retail media data with Ad Alliance’s premium publisher inventory to achieve more relevant and impactful targeting. The challenge was ensuring this collaboration could happen securely, scalably, and fully GDPR-compliant.

The solution

To make this data collaboration possible, Ad Alliance and OBI First Media Group relied on Decentriq’s data clean room platform.

Within Decentriq, both partners were able to securely encrypt and match their datasets — OBI’s CRM and retail media data with Ad Alliance’s media and audience data — without either side accessing the other’s raw information.

Through overlap analysis and AI-powered lookalike modeling, the teams identified new audience clusters with strong potential for campaign activation. These segments were then used to precisely target the desired GARDENA audience across connected TV, in-stream video, and display channels all while maintaining full data privacy.

The results

The GARDENA campaign achieved measurable impact across all key metrics:

+8% uplift in ad recall
+3% uplift in purchase intent

For an already well-established brand like GARDENA, these gains highlight the power of secure data collaboration in driving incremental brand performance.

Following the success of this initiative, Ad Alliance plans to establish data clean rooms as a fixed component of future data-driven, cross-channel advertising strategies from audience creation to attribution. This proof of concept has now become a scalable model for the privacy-first, data-collaborative future of advertising.

Retail media network guide

Retail media isn’t new, but it’s evolving — fast. The next wave? Retailers launching their media businesses. That means building or buying ad products offering both onsite and offsite targeting, full-funnel attribution, and scalable campaign execution. This guide is for retailers who are ready to level up. You’ve got the audience. You’ve got the data. Now it’s time to ask the right questions and build the right foundations. In this guide, we’ll help you with both.

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