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Sabio and McDonald's USA announced a strategic collaboration


Sabio and McDonald's USA announced a strategic collaboration

The engagement will leverage Sabio's unique non cookie-based data sets and solutions 

Sabio Holdings Inc., a leader in the connected TV (CTV)/over-the-top (OTT) ecosystem facilitating brand engagement with diverse consumers through technology, has announced an engagement with McDonald's USA, facilitated by a partnership with Publicis Groupe. This collaboration underscores McDonald's dedication to diverse communities and diverse-owned media partners by utilizing Sabio's non-cookie-based data sets and solutions to effectively engage with the expanding U.S. multicultural audience. McDonald's ongoing commitment to inclusivity aligns with its mission to foster an environment where diversity is celebrated. Notably, Gen Z represents the most ethnically diverse generation to date, with U.S. Census data indicating that 49.1% of Gen Z is diverse, including 13.8% black, 25.0% Hispanic, and 5.3% Asian.

Through this engagement, McDonald's will gain access to Sabio's CTV/OTT inventory and tailored audience segments at preferential rates. Additionally, McDonald's can leverage App Science's proprietary 55MM HH graph data, offering insights and access to Quarterly Trends reports, early access to published vertical and multicultural reports, and customized analyses for McDonald's campaigns and properties. As CTV continues to attract attention from advertisers and brands, the primary challenge lies in accessing diverse audience data sets. Sabio's suite of solutions tailored to CTV environments enables advertisers to move beyond traditional demographics, gaining a deeper understanding of evolving consumer preferences in app affinities and household-level content consumption.

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