Expedia Opens 200 Petabytes of Travel Data for CTV Ad Targeting
Expedia Group has partnered with adtech platform Magnite, enabling brands and agencies to use Expedia's first-party travel data for audience targeting. The agreement allows for targeting across streaming TV, online video, display, and audio, leveraging data from Expedia's approximately 200 petabytes. This marks an expansion of Expedia Group Advertising, the company's media network that launched in 2024 to include offsite ad buys.
Key Takeaways
- Expedia's first-party data, including from Hotels.com and Vrbo, is now available for offsite programmatic targeting via Magnite.
- The partnership enables audience targeting on streaming TV, online video, display, and audio platforms.
- The move is an expansion of Expedia Group Advertising, the company's media network launched in 2024 to facilitate offsite buys.
- Expedia Group reported $758 million from advertising and media in 2025, a 19% year-over-year increase.
Why It Matters
This partnership positions Expedia as a significant new data source for advertisers on CTV and video, particularly those outside the travel industry. By making its large trove of high-intent travel data programmatically available, Expedia offers a differentiated asset in the retail media network landscape. This provides an alternative to traditional retail CPG data for brands trying to reach specific consumer segments. The key metric to watch is the impact on Expedia's advertising revenue, which stood at $758 million in 2025, to gauge advertiser adoption of this new offering.
Read full article at adweek.com
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