As Google's third-party cookie retirement looms, Expedia launches new travel media network that leverages first-party travel intent and purchase data to help advertising partners reach more travelers throughout the purchase journey. I did it like this.
The Travel Media Network is built on the Expedia Group Media Solutions advertising experience, offering off-site capabilities that allow advertisers to extend their reach to travelers wherever they are online, including on YouTube and connected TV.
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Advertising partners will also benefit from shoppable campaigns and an in-house creative team that collaborates on Expedia's on-site advertising tool TravelAds, which connects audiences across 200 booking sites in more than 70 countries.
“Our robust first-party data and network of partnerships across the industry give us the unique ability to transform traveler shopping behavior into actionable insights for our advertising partners,” said Expedia Group Senior Vice President, Media Solutions. President Rob Torres said.
“Our travel media network targets travelers at different touchpoints in their journey, delivering relevant travel content and driving conversions,” he added.
The travel media network is also committed to developing selected media campaigns leveraging partnerships with Netflix and Disney+ to help advertisers expand their global reach by leveraging Expedia Group's B2B network .
At the same time, we debuted a storefront called Travel Shop, where content creators can earn commissions, increase visibility, and customize personalized pages of travel content, including recommendations.
Advertising partners will soon be able to spotlight destinations with shoppable links across Expedia's social channels and partner with select travel influencers to sponsor collections across their channels. Become.
said Jochen Koedijk, CMO of Expedia Group.
“Travel Shop is a first-of-its-kind travel platform that bridges the gap between content creators and travelers, creating a central hub for curated travel recommendations and a seamless shopping experience,” said Koedijk. further stated.
As advertisers and media networks prepare for Google's third-party purge, the company recently announced it is delaying completion until early next year.
Google faces ongoing challenges related to reconciling disparate feedback from industry, regulators and developers, according to a statement made ahead of Google and the UK Competition and Markets Authority's (CMA) quarterly report. We recognize this and will continue to work closely with the industry. Entire ecosystem.
Google said it was also important to allow sufficient time to review all evidence, including the results of industry tests, which the CMA is asking market participants to provide by the end of June.
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