Phocuswright: New Adara platform provides simple programmatic media buying

A new self service marketing platform has been launched by Adara, the specialist in data-driven targeted advertising in travel.

Magellan is an extension of Adara’s managed services offering and is being aimed at smaller firms that need easy to use tools to exploit the data they have to create personalised offers.

It brings cross-device programmatic media buying strategies to a long tail of smaller travel product suppliers.

Melissa Stein, Adara vice president of product, said it already has a dozen hotel marketing agencies representing clusters of smaller operators, using the platform.

As well as creating marketing collateral quickly, Magellan also provides users with in depth insights in to the performance of their campaigns.

Stein said Adara would be targeting other travel sectors with Magellan with air and car hire planned for early 2015.

“We work with a lot of large marketing agencies that represent potentially tens of thousands of properties.

“They needed a solution that was really simple to help those properties get into digital advertising.”

The Magellan travel intelligence platform derives its insights from Adara’s 300 million monthly active unique users, five billion annual travel searches and 250 million annual travel bookings.

Stein added: “Our clients have asked us for a platform that allows them to connect with their customers using targeted messages derived from unique audience buying information across consumer touch points.

“Adara’s Magellan platform supports better decision making through its ability to apply pertinent data against campaign converters to help marketers act upon this information through real-time performance reporting and analytics.”
Layton Han, chief executive, said: “Based on our deep technical expertise in travel and data, as well as our strong relationships with more than 80 travel partners, we’re able to help our clients design and implement targeted media campaigns that reach customers across the travel industry.

“Through Adara’s Magellan platform, we support brands with the knowledge they need to improve their decision making, personalize their marketing and reach customers across multiple channels.”

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