Social Media and Marketing
Expedia launches a new behavioural marketing product
Expedia Media Solutions has introduced a new behavioural marketing product called PassportAds.
Published: 27 Feb 2009
Expedia Media Solutions has introduced a new behavioural marketing product called PassportAds.
The product enables advertisers to reach in-market travel consumers throughout the trip purchasing lifecycle.
According to Expedia, the first programme of its kind in travel advertising, PassportAds anonymously identifies in-market travelers through “explicit” search behaviours, such as a search for hotels in Hawaii.
It then uses this anonymous search data to build segments of highly qualified travel shoppers, and targets them with controlled frequency throughout their decision-making lifecycle. Unlike typical contextual buys, advertisers can appear in front of these audience segments anywhere online.
PassportAds builds on the success of Expedia’s bid for placement product, TravelAds. TravelAds uses shopper search behaviour to deliver highly targeted advertising at the point-of-sale.
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