How McDonald’s and OMD are maximizing results with first-party data

First-party data used to live in silos — a CRM tool here, an email list there. Today, marketers are treating it more like a connective layer that supports personalization and performance across every channel. 

Having a sound first-party data strategy (or being “data fit”) is usually table stakes for modern marketers. McDonald’s and OMD are demonstrating how brands can use structured, privacy-conscious data to help drive measurable performance across every channel. 

McDonald’s and its agency partner, OMD, are aiming to build a future-resistant strategy around first-party data, and The Trade Desk’s solutions are foundational to bringing that strategy to life. 

Turning app engagement into outcomes 

McDonald’s has invested heavily in creating a rewarding and shoppable app experience. According to Lauren Lee, senior manager of media strategy and transformation, the brand uses app behavior and CRM segments to tailor offers and content based on customer activity. “We were able to achieve 56x ROAS by modeling lookalike audiences from our CRM segments,” Lee said. “That’s a huge lift.” 

This kind of scaled performance is only possible when brands can activate their data with precision. That’s where Galileo comes in. It’s your privacy-conscious solution for onboarding first-party data and turning it into actionable audience segments. 

Galileo can help marketers: 

• Seamlessly onboard CRM data with minimal technical support 

• Organize and unify data across platforms, clean rooms, and partners 

• Activate custom audiences quickly across every major channel 

Using data for cross-channel consistency 

Eric Avseev, director of programmatic at OMD, emphasized that first-party data can power better campaigns by making strategies more consistent across brands and buying teams. “First-party data is the most direct source of truth we have,” Avseev said. “It’s accessible, it’s scalable, and it helps us connect the dots between paid and owned media.” 

Buyers using Kokai can unlock this consistency by leveraging key data-centric capabilities such as: 

• Clean room integrations that allow brands and agencies to model and activate audiences 

• Custom segment-building tools built into Kokai for on-the-fly lookalike modeling and insights 

• Transparent third-party data integrations that let brands layer responsibly sourced data on top of their own 

Making data work smarter 

OMD and McDonald’s found that a structured approach to test and learn works best. McDonald’s builds flexibility into its annual plans, allowing the brand to test bold new ideas, while OMD uses media mix modeling (MMM) to link media performance to business outcomes. Their partnership enables rapid innovation without sacrificing accountability. 

“Test and learn is where you find the next big hit,” Avseev said. “That’s how we move forward.” 

For Lee, the goal is clear: “Deepen the value of our first-party data. Create a holistic, omnichannel experience. Anticipate needs. Deliver value.” 

Marketers can adopt a similar test-and-learn strategy using Kokai: 

• Start by setting up campaign-level experiments with audience variations or creative formats. 

• Use real-time reporting to evaluate performance across different channels and then iterate based on what drives the best outcomes. 

• With Kokai, it’s easy to apply those insights immediately, helping you optimize budgets and refine strategies on the fly. 

Need help getting data fit? Talk to your team at The Trade Desk about how Galileo, clean room integrations, and omnichannel modeling tools can help you turn structured data into real results.