Case Study: Marriott International boosts bookings with The Trade Desk

How Marriott rewrote the rules of retargeting with The Trade Desk

Marriott International worked with The Trade Desk to improve retargeting for its hospitality brands. The challenge was that site visitors who didn’t book were often shown generic ads, even though travelers have very different needs, budgets, and destinations depending on their trip purpose and brand preference.

Using The Trade Desk’s universal pixel, Dynamic Creative Rules, Identity Alliance, and Koa AI engine, Marriott and Digitas built personalized, rules-based ads that incorporated first-party and travel-intent data across devices and channels. The Trade Desk helped deliver a 289% increase in bookings, a 65% lift in return on ad spend, a 55% reduction in campaign cost, a 3-day reduction in average booking lag, and a 272% increase in reach.

Marriott International