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Advertisers have long leveraged the aspirational aspects of travel to sell vacations, with decades of shirtless sunbathers, cerulean oceans and glowing couples shot in soft light. Since the advent of third-party cookies, travel brands have been able to deliver this messaging through the digital advertising pipes that undergird the internet in ways that are both helpful and useless.
Currently, a user’s interest in a single attraction—say, Walt Disney World—can trigger an avalanche of ads for nearby hotels, airline deals, rental car agencies and a thousand other businesses, making the ability to track the success (or failure) of an ad vital for an ecosystem predicated on data.
Soon,
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