Marriott International is launching a media network in partnership with Yahoo that lets brand advertisers target the hotel chain’s guests.
The move comes as marketers prepare to move away from third-party cookies and embrace strategies tied to first-party data.
Marriott claims the omnichannel cross-platform advertising solution is the hospitality industry’s first global media network, allowing advertisers to provide tailored brand experiences, relevant products and services for travelers to help drive smarter purchase decisions throughout the travel journey.
Using Marriott guest data, advertisers on the Marriott Media Network will be able to target guests via the hotel chain’s website and app - and eventually through in-room TVs and digital screens - starting in the United States and Canada. The network will later expand to travelers globally, including the more than 164 million members in Marriott’s Bonvoy loyalty program.
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Marriott says it chose Yahoo as a partner after “an extensive review process,” with Yahoo SSP serving as the exclusive access point for activating the network’s supply. On the demand side, the Yahoo ad sales team will lead demand generation and sales across Marriott’s paid media and the Marriott Media Network.
“We are excited to work with Marriott International in driving meaningful growth via industry innovation,” says Yahoo chief business officer Iván Markman.
“As media networks become increasingly important, we are well-positioned to collaborate with Marriott to power the hospitality industry’s first media network with an end-to-end demand and supply solution for the cookieless world.”