How Marriott rewrote the rules of retargeting with The Trade Desk
How Marriott rewrote the rules of retargeting with The Trade Desk
2 PagesMarriott partnered with Digitas and The Trade Desk to enhance its retargeting strategy by personalizing ads for potential customers based on their specific needs and preferences. By using Dynamic Creative Optimization (DCO) and Dynamic Creative Rules, Marriott could tailor ads based on traveler data like location, language, and hotel preferences. This approach resulted in a 289% increase in bookings, a 65% boost in return on ad spend (ROAS), and a 55% reduction in campaign costs. Marriott also used cross-device targeting, expanding its reach by 272%, and employed AI for smarter, cost-effective bidding, ultimately improving campaign efficiency and performance.
