• by Laurie Sullivan , Yesterday

Comcast Advertising and Adara, a RateGain company, brings deterministic-based measurement data for TV and streaming to the travel and tourism industry in the U.S., as performance metrics and accurate attribution become more important.

Dawn Williamson, chief revenue officer of media solutions at Comcast Advertising, called the partnership "the first of its kind" the two companies will announce Thursday. 

"It’s been difficult to measure business outcomes in the travel industry," Williamson said, referring to performance-based measurement and metrics. “TV and streaming have not had this type of opportunity."

This comes at a time as the average annual leisure travel budget for Americans reaches a new high of $6,453 as of February 2026, according to a new report.

Comcast’s premium video viewing data will integrate with Adara’s first-party booking data and revenue to deliver campaign insights and prove TV and streaming drive return on ad spend (ROAS) for advertisers.

“TV was used more for top of the funnel campaigns like brand awareness, the type that told a story,” Williamson said.

This partnership lets Comcast Advertising help advertisers tell a story by tracking it through the ad’s exposure to drive business outcomes for the advertisers in different media, other than search and social.

Williamson believes it will prompt more performance advertisers look at this partnership because of the available metrics.

A local tourism bureau serving the Space Coast area in Florida became an early adopter. It wanted to move from standard campaign measurement to performance-based reporting with Comcast Advertising and Adara’s solution, so it focused on families with an interest in domestic travel.

Adara, a large data platform focused on travel and tourism with two billion profiles, three billion searches and 180 million bookings per year, relies on direct booking data and a detailed Traveler Value Score (TVS) to measure the quality and financial impact of each traveler.

The bureau used multiple screens in the campaigns. The partnership generated 505,571 hotel searches, 62,000 hotel bookings and nearly $23 million in revenue and represented a nearly 13x return on ad spend (ROAS), according to the data.

By connecting addressable video exposure to real traveler bookings, the travel bureau managed to gain insight through the partnership not previously available.

Comcast Advertising launched this travel partnership with Adara on Thursday, but it plans to support other industries. It has a partnership with MasterCard where the companies are looking at a variety of industries like supermarkets and home improvement.

In the automotive industry, Comcast Advertising has a partnership with Clarivoy, which supports multi-touch sales attribution and advanced identity resolution data, announced in January 2025, for automotive advertisers supported campaigns across multiple TV screens.

Through that partnership, mutual clients of Comcast Advertising, and Clarivoy gained new insights into performance metrics, allowing them to evaluate how their media investments drove key business outcomes such as website visits, leads and sales.

"We also are actively looking at other industries," Williamson said.