How Bradesco turned trusted data collaboration to customer engagement

Overview

• Banco Bradesco, one of Brazil’s largest private banks with over 71 million customers, partnered with a leading global payment company to identify shared customers eligible for a new benefits program — without either company accessing the other’s customer-level data.
• Traditional audience-building methods made precise cross-company audience targeting difficult to execute without creating privacy, governance, and LGPD challenges for both brands.
• With AppsFlyer’s Data Collaboration Platform, Bradesco and the global payment company identified and activated a privacy-safe shared audience, reducing CPA by 40% on Meta and 18% on Google compared to campaigns run without AppsFlyer.

Background

With a history spanning more than 80 years, Banco Bradesco has grown into one of Brazil’s largest private banks. Serving more than 71 million customers through a network of 83,000+ service points nationwide, Bradesco has long been a fixture of the country’s financial landscape, and increasingly, its digital one. Today, 98% of all customer transactions are carried out through digital channels, reflecting the bank’s continued push to integrate physical and digital services into a seamless customer experience.

As Bradesco’s digital footprint expanded, so did the opportunity to engage customers in more relevant, precise ways. With relationships spanning tens of millions of individuals and businesses, the bank wanted to move beyond broad outreach and deliver targeted offers to high-potential audiences while maintaining the privacy, governance, and trust expected of one of Brazil’s leading financial institutions.

Challenge

When Bradesco and a leading global payment company identified an opportunity to jointly promote a new benefits program to eligible cardholders, they quickly ran into two compounding problems.

First, the traditional approach to identifying relevant audiences would have required sharing customer databases between the two companies, which was a non-starter from both a regulatory and trust perspective. Brazil’s Lei Geral de Proteção de Dados (LGPD) sets strict requirements for the handling, sharing, and use of personal data for marketing purposes. Without a secure way to identify the audience overlap, both companies would have had to rely on broader, less relevant outreach, wasting media spend and diluting the impact of a program designed for a specific, high-potential audience.

Second, in prior co-marketing initiatives, Bradesco had faced a reporting lag, having to wait approximately 30 days to receive results from the partner’s side. Without timely visibility into what was working, in-flight optimization was effectively impossible.

Solution

Bradesco selected AppsFlyer’s Data Collaboration Platform (DCP) for its secure data clean room, which allows two parties to identify overlapping audiences without either side seeing the other’s underlying customer data.

Each company uploaded its customer base to DCP in encrypted form. The platform then created an audience from the overlap between the two encrypted datasets — customers who had a relationship with both Bradesco and the global payment company — without exposing any underlying customer data to either party. Neither company could access the other’s list, and the resulting audience could only be used within the agreed scope. Onboarding was fast and seamless, with any initial setup questions resolved quickly by AppsFlyer’s support team.

Privacy and governance by design

The workflow was designed to support LGPD compliance from the start. Data was encrypted and anonymized, and clear governance rules were established upfront to define the permitted uses, activation channels, and boundaries of the collaboration. These controls were structural, not an afterthought.

Activation at scale

Once the matched audience was created, Bradesco activated it across Google, Meta, and TikTok to deliver the benefits program offer to customers most likely to be interested. The targeting was more precise, the message more relevant, and the media spend more focused — a significant departure from the broad campaigns traditional methods would have required. The matched audience also refreshed continuously throughout the campaign, keeping targeting sharp as the program ran.

Results

Throughout the campaign, DCP provided a consolidated, daily-refreshed view of performance across Google, Meta, and TikTok, replacing the ~30-day reporting lag Bradesco had historically experienced in co-marketing campaigns. Real-time access to conversion data gave Bradesco the visibility it needed to make agile decisions. 

Campaigns using the collaboratively built audience achieved a 40% reduction in CPA on Meta and an 18% reduction on Google, compared to campaigns run without AppsFlyer. By reaching a more precise, high-affinity audience, Bradesco delivered a more relevant offer — increasing the potential for customer interest and engagement.

„Innovating responsibly is a core pillar for Bradesco. This case shows that it is possible to innovate in marketing and data within the financial sector while preserving 100% customer privacy and, at the same time, increasing relevance, efficiency, and results. With the Data Collaboration Platform, Bradesco took a concrete step toward secure hyper-personalization, combining innovation, privacy, and efficiency to generate real value for our customers.“
— Mariane Corazza, Marketing Specialist, Bradesco

Beyond the campaign metrics, Bradesco came away with a repeatable operational model. The governance framework, technical workflow, and cross-company collaboration process established with the payment company can now be applied to future partnerships across other products, customer segments, Bradesco group companies, and market sectors, including retail, travel, technology, and premium segments. A manual, one-off process became a scalable capability.

The partnership also surfaced clear opportunities to build on. Match rates for certain audience clusters reached approximately 50%, with room to optimize further in subsequent campaigns. Bradesco’s partner noted a strong appetite for expanding native connections to additional media platforms — a signal that the collaboration model has more ground to cover.

For Bradesco, the initiative proved that privacy and performance don’t have to be in tension, and established the bank as a pioneer in the use of data clean rooms in Brazil’s financial market.