The Challenge
Hospitality leader Omni Hotels & Resorts has more than 50 distinct hotels and resorts in the United States and Canada. As the digital advertising ecosystem adheres to new privacy practices, Omni Hotels & Resorts wanted to continue engaging and personalising interactions with its valued customers, and looked to leverage its wealth of first-party data to do so.
Collaborating with its digital partner PMG and leading global programmatic media partner MiQ, Omni Hotels & Resorts looked to leverage signal-less solutions from Google’s Display & Video 360 and LiveRamp to more closely connect with their customers.
The Solution
Omni Hotels & Resorts, PMG, and MiQ partnered with Display & Video 360 and LiveRamp to implement a new way to drive relevant ads to their target customers, increasing advertising effectiveness.
The team opted for Google’s Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR), a solution for advertisers to securely and privately reconcile their first-party data with a publisher’s and reach audiences.
The team leveraged LiveRamp’s Authenticated Traffic Solution to encrypt and reconcile publisher and advertiser data, a prerequisite for PAIR. Publishers in LiveRamp’s premier global ecosystem implement LiveRamp’s Authenticated Traffic Solution for global addressability, taking advantage of cookieless infrastructure to mitigate the effects of signal loss. With an add-on module, these publishers can seamlessly access advertiser demand via PAIR, enabling scale and flexibility for both sides.
Omni Hotels & Resorts, PMG, and MiQ were able to plan, activate, and measure audience-driven advertising by tapping into first-party data securely. Using PAIR, PMG and MiQ targeted customers with relevant ads without sharing sensitive identifiers, like cookies or device IDs, with publishers. LiveRamp experts assisted PMG and MiQ with implementing PAIR, maximising the results of the PAIR deployment and enabling Omni Hotels & Resorts to deliver a fully personalised and more performant campaign experience.
“Omni Hotels and Resorts possess a wealth of robust first-party data, coupled with an unwavering commitment to privacy-first practices. This commitment drove our enthusiastic collaboration for a groundbreaking campaign, working with PMG and MiQ to leverage the latest advancements in cookieless solutions from Google’s Display & Video 360 and LiveRamp. This privacy-first approach ensures a fully personalised experience without compromising sensitive identifiers. We are committed to pioneering more opportunities in the cookieless future across both open and closed web environments,” said Andrea DeLeon, Senior Director, Digital Commerce at Omni Hotels & Resorts.