Booking.com: Travel Media is Key to Expanding Commerce Media

What happenedA conversation with Booking.com highlights how travel media, with its longer customer journeys and fragmented advertiser relationships, is a distinct and essential component of the expanding Commerce Media landscape. The discussion advocates for renaming "Retail Media" to "Commerce Media" to better encompass sectors like travel, which don't fit the traditional product-price-shopper model.

Why it matters for marketersThe traditional retail media model is insufficient for understanding travel's full-funnel influence; marketers must adapt to longer, more complex journeys and fragmented advertiser relationships to leverage travel as a critical commerce media channel.

Topics: commerce media, travel media, retail media