Expedia’s launching a retail media network. Is it late for departure?
By Sam Bradley
The website that aimed to replace travel agents is now also an ad network. Expedia has become the latest U.S. company to launch a retail media business, promising at a travel industry conference in Las Vegas to build “the world’s leading travel media network.”
Marketers hoping to use retailer-held first-party data to target key audiences aren’t exactly spoiled for choice these days. But, despite concerns among advertisers that the retail media market has too many players and inadequate standardization to drive effective results, media agency experts say the demand among advertisers in and around the travel sector could offer Expedia enough headroom to gain some ground among the competition.
“We really believe we’re revolutionizing the travel industry by creating what we want to call the world’s leading travel media network,” Rob Torres, svp of media and affiliate solutions at Expedia Group, said in an interview with Digiday prior to the announcement.
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Source:: Digiday
