Comcast Advertising partnered with travel data company Adara to launch enhanced measurement tools for travel marketers. The collaboration connects Comcast’s first-party TV and streaming viewership data with Adara’s travel booking data. Adara sources this information from over 270 partners, including airlines and hotels.
The service tracks the path from ad exposure to travel bookings and revenue. This initiative shifts focus from traditional impressions and clicks to direct return on ad spend.