For Every Journey: Why Commerce Media Has Failed Travel Advertising — And What Fixes It

Travel-native Commerce Media is the use of aggregated, first-party travel audience data — drawn from airlines, OTAs, travel metasearch platforms and hotel groups — to power advertising campaigns across the full travel journey, for both endemic travel brands and non-endemic advertisers. Unlike retail media, which is built on single-platform transaction data, travel-native Commerce Media requires aggregation across travel media networks to be commercially meaningful. This piece explains why, and what a better model looks like.