"Comcast and Adara, a RateGain company acquired in 2023, have launched a service that connects TV and streaming ad exposure to actual travel bookings. The partnership pairs household viewing data from Comcast's advertising unit with Adara's booking data, which spans more than 270 airline, hotel, and online travel agency partners. The goal: Advertisers will be able to see whether audiences exposed to an ad later searched for and booked a trip, one of the toughest aspects of travel advertising to measure."
""The core of this solution is to get away from the vanity metrics of digital advertising - impressions, clicks, likes, views," said Adara president Jay Wardle. "Did people actually travel? Did the people I delivered advertising to actually spend money?" The approach differs from attribution methods that estimate outcomes based on geography or statistical models."
Comcast and Adara launched a service that connects TV and streaming ad exposure to actual travel bookings. The partnership combines household viewing data from Comcast's advertising unit with Adara's booking data spanning more than 270 airline, hotel, and online travel agency partners. The service enables advertisers to determine whether audiences exposed to an ad later searched for and booked a trip, addressing a difficult measurement problem for travel advertising. The approach prioritizes measuring actual travel and spend rather than vanity metrics like impressions, clicks, likes, and views, and differs from geography- or model-based attribution methods.
Read at Skift
Unable to calculate read time
Collection
[
|
...
]