Partners to Provide Travel and Tourism Attribution

In New York, Comcast Advertising has announced a partnership with travel and tourism data platform Adara to offer the sector 'deterministic-based measurement', at scale, for TV and streaming.

Adara's travel and tourism data boasts two billion profiles, three billion searches and 180 million bookings per year, and bases its attribution solutions directly on booking data, delivering a detailed 'Traveler Value Score' (TVS) to measure the quality and financial impact of each traveller. The platform is fed by more than 270 global partners who supply aggregated real-time traveler data.

Comcast is the parent of NBCUniversal and Sky. Its advertising division includes an ad sales unit helping clients to connect with their audiences across screens using advanced targeting and campaign measurement; as well as media and tech arm FreeWheel. The division, which has previously partnered with Dynata and Comscore, will now connect its premium video viewing data to Adara's first-party booking and revenue data, to deliver insights and measure return on spend for TV and streaming campaigns.

'Intelligent attribution in travel & tourism is critical for advertisers to adjust campaigns and see if media spend resulted in bookings,' states Dawn Williamson, Chief Revenue Officer at Comcast Advertising Media Solutions. 'Yet, this industry often relies on modeled proxies, leading to inaccurate targeting and distorted data. By partnering with Adara, our clients have a clear thread of data - from when a traveler first sees a TV ad and searches online, to booking and spending money on vacation. This proves the campaign's ROAS and helps optimize marketing plans based on geography, time of year, target audience and more.' Jay Wardle (pictured), President and GM at Adara says the deal 'brings real, booking-based measurement to TV and streaming for the travel industry at scale.'

Web sites: www.comcastadvertising.com and www.adara.com .