In Q3 2023, cookie-based buys made up an impressive 87% of programmatic ad spending in the travel industry, demonstrating the continued reliance on cookies for targeting and personalization. However, the digital advertising landscape is shifting, with more than 37% of U.S. browsers already operating without cookies and changes from major platforms like Google further reducing cookie usage.
As marketers navigate the decline of cookie addressability, privacy-centric data curation is emerging as a pivotal strategy. But what is data curation, and why is it becoming so crucial for effective marketing?
Data curation is all about carefully collecting, organizing, and refining data from diverse sources to create targeted audience segments. This involves data providers partnering with Supply-Side Platforms (SSPs) to create a custom audience that is pre-matched to the inventory, enabling 1:1 audience targeting with zero reliance on third-party cookies. These curated audiences are then shared with Demand-Side Platforms (DSPs) through Private Marketplace deals (PMPs).
Google's move to keep third-party cookies while introducing their own proprietary privacy-focused targeting options is a big deal. It’s all about giving users more control over their data in Google’s ecosystem. With that said, for media planners and traders, Google’s shift underscores the rising importance of data curation as a privacy-friendly DSP-agnostic and browser-agnostic approach. Curated data is the key to running effective campaigns without leaning too heavily on third-party cookies and specific browser environments
Traditionally, data transactions occurred on the buy side. For example, ad networks would collect data on user behavior, which advertisers then accessed through a DSP to target audiences during real-time auctions. This old process involved extensive data movement and complex audience targeting, often requiring multiple intermediaries and additional audience overlays.
In contrast, data curation shifts the data process to the sell side. Sojern, with web event and partner data, uses an SSP to pre-select and refine audience segments before the auction. Advertisers can then access these pre-curated audiences directly via a Private Marketplace (PMP), streamlining targeting and reducing the need for additional overlays. This approach enables more efficient and effective ad placements by aligning audiences with inventory beforehand. By centralizing data curation and limiting the number of parties handling user data, this new process not only enhances privacy and data protection, it also reduces advertising carbon footprint.
Artificial intelligence (AI) and machine learning (ML) in particular, greatly enhance the effectiveness of data curation. By analyzing various signals from both the advertiser’s website and our data ecosystem, AI can identify users who resemble your current customers and are more likely to engage. This enables highly targeted strategies to reach potential customers with similar behaviors or to reactivate high-intent users showing travel behavior outside of the advertiser’s website.
Applying data curation to your strategies can offer significant advantages across any industry. For example, hotels and airlines can use curated data to target users with travel intent to specific destinations, boosting brand awareness and driving high-quality traffic to their sites. Luxury retailers can effectively reach international travelers by delivering timely and relevant ads before their trips to specific airports, thereby increasing foot traffic in duty-free stores. Similarly, businesses selling seasonal products, such as ski clothing or sunscreen, can target audiences with upcoming travel plans, ensuring their promotions are both timely and relevant to travelers.
Google’s decision to retain third-party cookies, while introducing new privacy controls, highlights the growing importance of data curation in balancing privacy with personalization. For media planners and buyers, this shift underscores the need for smarter strategies that respect user privacy without compromising effectiveness.
Our Traveler Audiences To-Go delivers customized, curated PMP deals that pair real-time travel-intender segments with premium inventory. Our AI-powered technology continuously optimizes audience targeting and integrates seamlessly across DSPs and media platforms.
As more browsers move away from third-party cookie tracking, data curation becomes increasingly valuable for running effective campaigns. By leveraging our AI-powered audiences and data curation tools, you can create highly relevant campaigns that prioritize user privacy while driving impactful results.
Curious about how we can help you create campaigns that respect privacy while delivering real results? Reach out to us today and let’s explore how we can elevate your marketing together.
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