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Expedia launches first-party data led travel media network

Expedia launches first-party data led travel media network

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Expedia has launched a new travel media network that leverages first-party travel intent and purchase data to allow advertising partners to reach more travellers across the purchase journey as Google’s third-party cookie deprecation looms.

The travel media network builds on the advertising experience from Expedia Group Media Solutions and offers offsite capabilities for advertisers to expand their reach to travellers wherever they are online such as YouTube and Connected TV.

Don't miss: Google delays cookie wipeout again. How are industry players coping with the journey?

Advertising partners will also benefit from an in-house creative team to collaborate on shoppable campaigns and Expedia’s TravelAds onsite advertising tools that connects its audience across 200 booking sites in over 70 countries.

“Our robust, first-party data and network of industry-wide partnerships gives us the exclusive ability to translate traveller shopping behaviour to actionable insights for our advertising partners,” said Rob Torres, senior vice president, Expedia Group Media Solutions.

“Our travel media network targets travellers at various touchpoints on the journey with highly relevant travel content, driving conversion,” he added.

The travel media network also promises the development of curated media campaigns using their partnerships with Netflix and Disney+ for advertisers to tap into Expedia Group’s B2B network to extend their global footprints.

In tandem, it has debuted a storefront called 'travel Shops' that allows content creators to earn commission, increase visibility and customise their personalised page for travel content such as recommendations.

Advertising partners will soon be able to spotlight destinations with shoppable links across Expedia’s social channels or partner with handpicked travel influencers to sponsor a collection via their channels.

“We saw an opportunity to reinvent how consumers interact with travel content on social media platforms,” said Jochen Koedijk, CMO, Expedia Group.

“Travel shops are a first-of-its-kind travel platform that bridges the gap between content creators and travellers, creating a central hub for curated travel recommendations and a seamless shopping experience,” Koedijk further said.

As advertisers and media networks prepare for Google’s third-party wipeout, it recently said that it will be delaying the completion of this to early next year.

According to a statement made ahead of quarterly reports from Google and the UK Competition and Markets Authority (CMA), Google recognised that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem.

Google said it's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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