Amnet Global has signed a global deal with travel data platform Adara.
The launch marks the first agency partnership for Adara’s Magellan self-service platform.
Amnet will deploy the platform as part of its programmatic media technology practice, gaining the ability to leverage Adara’s proprietary, first party travel data, targeting and programmatic media buying capabilities.
The deal will see the partnership create solutions for Amnet’s client base including Visit Britain.
Magellan gives agencies and brands access to Adara’s proprietary portfolio of travel data to create a new level of data-driven marketing communications and strategic insight.
Curtis Nishijima, chief operating officer at Amnet Global, said: “Platforms which enable us to leverage high-quality data are vital to our developing eco-system and help to maximise the potential of programmatic buying solutions for our clients.
“Adara’s Magellan platform uses a unique portfolio of search, loyalty and transactional travel data which provide actionable insights and help drive bigger marketing decisions across the entire media plan.
“This is incredibly valuable not only for travel clients but it also unlocks new potential for non-endemic categories such as tech, luxury, retail and financial services thanks to its ability to indicate consumer demographics, spending habits and behaviours.”
Elizabeth Harz, president of media at Adara, said: “Amnet’s data-driven, audience-centric focus provides their clients with a leading edge and embraces the power of unique, quality data sets to help better understand and engage critical prospects and customers.
“Our alliance delivers powerful data, technology and analytics capabilities for Amnet to drive meaningful business outcomes for both their travel and non-travel brands.”