Rumors of undisclosed rebates and overpriced principal transactions have plagued the media-buying industry for years. The Association of National Advertisers released an independent study that concluded that nontransparent purchasing practices are “pervasive” in the media-buying ecosystem.

The hotel industry’s media spend is a substantial portion of that overall number, with advertising spending for 2019 projected at $769 million. Notably, an ever-larger share of this spend is going to digital advertising.