Right now, nearly all online advertisers are gathering data on their customers and/or investing in third-party segments to help them better reach their targets. The practice is used for video and display ad targeting, but recent innovation makes it applicable to metasearch as well. Now, it’s possible for travel advertisers to use insights gathered from their first-party data to inform bids for sponsored listings. These audiences are evaluated and segmented based on their destinations of interest, as well as online engagement and behavior, then made available for targeting and bid optimization. For an advertiser like Booking.com, this would mean looking at the various users conducting searches on sites like Trivago and TripAdvisor and using certain signals to determine how much to bid. Get the full story at Tnooz