The Growth of Programmatic Travel Advertising

The travel industry is experiencing significant growth in programmatic advertising, particularly in the post-COVID environment where demand for travel has surged. Players in the sector are shifting focus towards new media channels such as connected TV (CTV) and digital out-of-home advertising, which enhance their outreach capabilities. This evolution is driven by the need for innovative approaches to measurement and analytics, especially as cookie-based tracking becomes less reliable. The travel sector is leveraging unique data assets and deep customer relationships from loyalty programs to streamline their advertising efforts while adapting to changing consumer behaviors.