Collaboration of Sojern and PubMatic for the broadening of travel audience data refinement
In a groundbreaking move, Sojern, a leading marketing platform for the hospitality industry, and PubMatic, an independent technology company in digital advertising, have joined forces to enhance travel audience data curation and create more effective, personalized, and privacy-compliant advertising.
The partnership unlocks new opportunities for advertisers to activate Sojern's real-time vertical-specific traveler insights directly within PubMatic's curation and data solution, Connect. This integration enables advertisers and agencies to create more focused and relevant campaigns, targeting audiences precisely as they plan travel.
Sojern provides real-time travel data insights, including traveler intent and destination preferences, which are integrated with PubMatic’s premium advertising inventory. This combination allows for more precise targeting, transforming audience curation into a powerful tool for programmatic advertising and performance.
To address the challenges posed by the phasing-out of third-party cookies, the partnership employs a multi-ID approach to audience targeting. This method combines first-party data, Sojern’s travel segments, and PubMatic’s curated inventory, allowing advertisers to reach audiences without relying on deprecated tracking mechanisms. Campaigns are designed to be privacy-compliant, aligning with global data protection regulations.
The integration also supports real-time optimization and measurement, helping brands adjust campaigns dynamically based on up-to-date traveler behavior. Advertisers can measure effectiveness and optimize campaigns in real time, ensuring both brand safety and consumer privacy.
The collaboration positions both companies to capitalize on the post-pandemic recovery and growth of the travel industry, expected to grow at a compound annual rate of over 12% through 2027. The combination of Sojern’s vertical-specific insights and PubMatic’s SSP infrastructure creates a powerful tool for advertisers aiming to engage high-intent travelers.
**Key Impacts of the Partnership**
- Enhanced Travel Audience Data Curation: Sojern's real-time travel data insights are integrated with PubMatic’s premium advertising inventory, enabling advertisers to create more focused and relevant campaigns. - Privacy-Compliant Targeting: The partnership employs a multi-ID approach to audience targeting, ensuring campaigns are designed to be privacy-compliant and align with global data protection regulations. - Real-Time Optimization and Measurement: The integration supports real-time optimization and measurement, helping brands adjust campaigns dynamically based on up-to-date traveler behavior.
**Summary Table**
| Feature/Aspect | Sojern Contribution | PubMatic Contribution | Combined Benefit | |-------------------------------|------------------------------------|--------------------------------------|---------------------------------------------------| | Data Insights | Real-time traveler intent/data | Premium inventory curation | Precise, vertical-specific targeting | | Targeting Mechanism | Multi-ID, privacy-compliant | Supply-side platform (SSP) | Privacy-safe, first-party data-driven campaigns | | Optimization | Dynamic audience segments | Real-time optimization/measurement | Agile, effective campaign management | | Regulatory Compliance | Privacy by design | Compliance tools | Campaigns adhere to global data protection laws |
Amélie Grenier-Bolay, Country Manager, Italy & MENA, PubMatic, stated that the partnership with Sojern is a perfect example of providing marketers with access to travel data for more effective targeting while ensuring privacy protection and maintaining brand safety.
The goal of the partnership is to target travelers more accurately and in a privacy-compliant way. Strategic curation, as described by Grenier-Bolay, brings together advertisers, publishers, and audiences by filtering content for quality and relevance.
Josh Beckwith, Sojern's Vice President, Global Corporate Sales, stated that the partnership shows their commitment to delivering vertical-specific curated advertising to clients. The partnership between Sojern and PubMatic aims to provide better transparency, more control, and stronger performance across the board.
- The partnership between Sojern and PubMatic has enabled the curation of enhanced travel audience data, integrating Sojern's real-time travel data insights with PubMatic’s premium advertising inventory.
- This collaboration employs a multi-ID approach to audience targeting, combining first-party data, Sojern’s travel segments, and PubMatic’s curated inventory, ensuring privacy-compliant and globally-regulation-aligned campaigns.
- Real-time optimization and measurement are also supported by the integration, allowing brands to dynamically adjust campaigns based on up-to-date traveler behavior and measure effectiveness in real time.
- The post-pandemic recovery and growth of the travel industry, expected to grow at a compound annual rate of over 12% through 2027, presents new opportunities for both companies to leverage Sojern’s vertical-specific insights and PubMatic’s SSP infrastructure.
- To capitalize on these opportunities, the partnership aims to provide better transparency, more control, and stronger performance by delivering targeted, privacy-compliant, and vertical-specific curated advertising to clients.
- The integration of data-and-cloud-computing technology across both companies further bolsters their capacity to analyze, optimize, and deliver personalized, privacy-compliant advertising, shaping the future of programmatic advertising in the travel industry.
