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Marriott is rolling out a media network that lets brands reach travelers on its apps and TV screens


Marriott International Inc. is launching a media network with Yahoo Inc. this month that will help advertisers target consumers, in part by using the hotel chain’s data about its guests, to serve them ads on sites such as hotel websites and possibly on televisions in their rooms.

Marriott Media Network comes as the marketing industry develops new ways to reach consumers amid a wave of privacy changes, including an Alphabet plan Inc.

Google to block third-party cookies in its Chrome browser. Brands and ad sellers are increasingly looking to use “first party data” – information they collect themselves during direct interactions with consumers, instead of taking it from third parties. – to target advertisements.

And a growing number of companies are building media networks that integrate their own customer data. walmart Inc.

allows advertisers to use its data to send targeted digital advertisements to shoppers across the web, for example. DoorDash Inc.,

Kroger Co.

and CVS Health Corp.

also offer advertisers more ways to reach consumers using retailer data.

Net advertising revenue from retail media advertising in the United States will grow from $41 billion this year to more than $60 billion in 2024, according to research firm Insider Intelligence. But the space will continue to be dominated by Amazon.com Inc.,

which should represent 77% of expenditure this year.

A media network in the hotel category offers marketers a different range of opportunities, the companies said. While on the road, travelers need ground transportation, personal items they forgot to pack, and entertainment while they’re there, said Chris Norton, senior vice president of channel marketing and optimization at Marriott International.

“It’s really about connecting advertisers who will be able to meet some of these needs in our ecosystem and bringing them together in one place,” Norton said.

Marketers may also want to reach travelers specifically interested in luxury goods, certain cars or other goods, he added.

The media network, which begins this month with pilot advertisers, will use anonymized customer data from past searches and reservations made on Marriott’s digital channels to deliver relevant ads on behalf of brands and advertisers, the company said. It will not share this data with advertisers, he added.

Marriott Media Network will be rolled out in the United States and Canada before expanding to other markets. The company said pilot advertisers will be able to access Marriott’s display and mobile channels this month, with additional types of inventory becoming available later this year.

At Marriott hotels, the network will eventually enable placements on in-room TV screens, on its Wi-Fi portal, and on other digital screens in lobbies, gyms and bars.

And Marriott knows if the 164 million members of its loyalty program will travel, Mr. Norton noted.

“It’s a real differentiator, I think, of how you think of a media network in the travel space, as opposed to the ones that already exist in the retail space,” he said. he declares.

Yahoo will operate the Marriott Media Network and serve as a portal through which advertisers can purchase media space. It will manage available advertising space and seek sales from buyers.

Despite the slew of media networks competing for marketers’ budgets, earning even a small slice of it will mean a lot of money for the companies offering those networks, said Andrew Lipsman, principal analyst at ‘Insider Intelligence.

“As the market expands, if you can get 1 percentage point of the retail digital media market, that’s almost half a billion dollars in revenue, and that’s high-margin revenue,” he said. said Mr. Lipsman. “You can be a small player, and it can still be a really significant part of a company’s business.”

That said, only a few companies with media networks will be able to reach that percentage point, he noted. A small number of brands will buy from four or five networks, he said, but most don’t have the resources or capacity to handle that many.

“For most brands, they can do three and then it drops,” he said.

Write to Megan Graham at megan.graham@wsj.com

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