Marriott has joined forces with Yahoo to launch a media network that lets advertisers target consumers using guest data.
As The Wall Street Journal (WSJ) reported Monday (May 16), the Marriott Media Network will show guests ads on places like the hotel’s website and — at some point — on their in-room TVs.
The launch is happening amid a push by the marketing industry to find new ways to reach consumers through “first-party data” — information gathered by brands when interacting with customers — to get around privacy changes, according to the report.
PYMNTS reported on this shift last year, noting that both Google and Apple had changed certain aspects of their devices that restrict how users can be tracked, while several governments have established privacy laws that restrict data collection.
Read more: New Privacy Rules Could Derail User Data Collection by Companies
Companies have adapted by scrambling to collect their own information and build consumer profiles through tools like loyalty programs, sweepstakes, newsletters, quizzes and QR codes.
Marriott and Yahoo said their media network gives marketers a wealth of opportunities, the ability to sell travelers on things like ground transportation, personal products they forgot to bring with them, and entertainment options during their stay, the report stated.
“It’s really about connecting advertisers that will be able to fill some of those needs in our ecosystem and bring it together in one spot,” said Chris Norton, senior vice president of marketing channels and optimization at Marriott International, per the report.
He added that marketers may also want to connect with travelers with a special interest in luxury products, certain cars or other goods.
The media network, which is set to launch this month with pilot advertisers, will employ anonymized customer data from past searches and bookings made through Marriott’s digital channels to bring guests relevant ads on behalf of brands and advertisers, according to the report.
The hotel company added that it will not share that data with advertisers. Marriott Media Network is set to be unveiled first in Canada and the U.S. before launching in other markets. Marriott said pilot advertisers will be able to access the company’s display and mobile channels this month, with ads on other types of inventory set to become available later this year.
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