Comcast Partners With Adara to Measure How TV Ads Drive Travel Bookings — Exclusive

Comcast and Adara, a RateGain company acquired in 2023, have launched a service that connects TV and streaming ad exposure to actual travel bookings.

The partnership pairs household viewing data from Comcast’s advertising unit with Adara’s booking data, which spans more than 270 airline, hotel, and online travel agency partners.

The goal: Advertisers will be able to see whether audiences exposed to an ad later searched for and booked a trip, one of the toughest aspects of travel advertising to measure.

“The core of this solution is to get away from the vanity metrics of digital advertising — impressions, clicks, likes, views,” said Adara president Jay Wardle. “Did people actually travel? Did the people I delivered advertising to actually spend money?”

The approach differs from attribution methods that estimate outcomes based on geography or statistical models.

Comcast claims its authen