Publishers with the right audience could soon be seeing more travel advertising thanks to a partnership between Sojern, a hospitality marketing platform, and PubMatic, a technology company.
The arrangement combines “Sojern’s best-in-class travel data and multi-ID audiences with PubMatic’s best-in-class inventory,” says Josh Beckwith, vice president, global corporate sales at Sojern.
Advertisers and agencies can activate Sojern’s real-time vertical-specific traveler insights within Connect, PubMatic’s curation and data solution.
The firms contend that a multi-ID approach and curation will allow advertisers to work directly with supply-side platforms to strategically combine first-party data, Sojern travel segments, and premium inventory in a privacy-compliant way.
Curation is the best method for finding the right mix of audiences and inventory supply, Sojern says. This and a multi-ID approach will allow advertisers to work directly with supply side platforms to combine first-party data Sojern travel segments and premium inventory, it adds.
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“It’s clear that curation offers an exciting future for programmatic advertising,” Beckwith says.
Mark Williams, senior director, audience solutions, EMEA & US at PubMatic, adds that strategic curation "brings together advertisers, publishers, and audiences by filtering content for quality and relevance.