“We exist in an elite group of customer experiences that really only work on mobile,” Elias said. Consumers understand why they need to download the app the same reason they understand why they need to download Uber to call a car, he said. Once focused on day-of bookings, HotelTonight now allows bookings a week in advance, making its name something of a misnomer. “There is a lot of equity in the HotelTonight name, but for people who aren’t familiar with that, it’s literal,” Elias said. But as HotelTonight expands its messaging, Elias is noticing some limitations to data-driven marketing, which focuses on price and audience targeting over relevancy and creative optimization. Get the full story at Ad Exchanger