As the focus on consumer data has strengthened and the rush to collect it has heated up, the value of travel data has gained concurrently. According to Adara, travel providers in addition to other companies wishing to reach travellers, are trying to understand travel data much better, leveraging it to gain greater insights. The new level of understanding can help market products more strategically online and through programmatic media buying. A recent International Advertising Bureau study found that while programmatic media buying is a strategy used by 80% of marketers in all industries, less than half use data for cross-channel targeting, engagement and measurement. The key is making the data actionable: moving from broad insights into concrete spending habits and specific contexts. Click here for more information.