With 164 million Marriott Bonvoy loyalty members, Marriott International is moving to further monetize its database by launching the Marriott Media Network, an omnichannel cross-platform advertising option for brand advertisers who can reach consumers through Marriott websites, including Marriott Bonvoy Traveler.
The channels will present curated content experiences and offerings to guests throughout their travel journey, while advertisers get to reach an audience of in-demand, high-intent travelers in the right travel mindset. To power its network of owned channels, Marriott is exclusively collaborating with Yahoo’s unified stack advertising platform.
While Marriott would not answer questions about investment or projected revenue, it said the Marriott Media Network initially will offer brand advertisers exposure to travelers in the U.S. and Canada, and at a future date expand the program globally. When fully deployed, the network is expected to feature inventory for potential advertisers that includes display, mobile, video, email and digital out-of-home (in-room television and digital screens).
When asked about potential issues with GDPR regulations and user buy-in to the program, a Marriott spokesperson told HOTELS, “Marriott takes customer privacy very seriously. Our priority is to make sure that customer information is handled in a safe and responsible manner. We are complying with all requirements regarding data sharing and all customer information is anonymized.”
Marriott’s media partnership with Yahoo spans supply and demand with Yahoo SSP serving as the exclusive access point for activating the Marriott Media Network supply. In addition, the global Yahoo ad sales team will lead demand generation and sales across Marriott’s paid media and the Marriott Media Network.
“As media networks become increasingly important, we are well-positioned to collaborate with Marriott to power the hospitality industry’s first media network with an end-to-end demand and supply solution for the cookieless world,” said Iván Markman, chief business officer, Yahoo.