Expedia Group has became the latest company to launch its own media network for advertisers.
The “travel media network” will leverage first-party data from across the online travel agency including Vrbo, Travelocity, and Orbit.
The online travel agency group will also be a focus on building a programmatic advertising data business.
Analysis: a wave of ‘non-retail’ media networks
Retail media is clearly “big business” now not just for retailers, but also travel operators and other players.
Delivery companies like Deliveroo alongside financial entities like Revolut have been launching their own ad networks over the last two years.
Sean Crawford, managing director of retail media specialist agency Threefold (part of the SMG network), told The Media Leader that out the likes of Uber and Marriott were “already well established” in the space, and stressed travel advertising or “partnership marketing” between hotel groups, airlines, travel and…
