Amadeus and Xandr join forces to push out more dynamic and trip-conceptualised ads

Travel tech firm Amadeus has tied up with AT&T's adtech arm Xandr globally to help companies in, and promoting to, the travel sector, create targeted ad campaigns while tracking performance and optimising their investment.

In the first phase of its adoption of Xandr’s enterprise technology, Amadeus will use Xandr’s selling platform Xandr Monetize. The combination of Amadeus’ insight into travelers’ interests and the flexibility of Xandr’s platform will ensure ads are placed at the right time and to the right audience.

Through this, travellers will receive more dynamic and trip-conceptualised ads within their travel documents and itineraries. Customers using Amadeus' advertising solutions - airlines, rail companies, cruises, car rental companies and airports - will benefit from shorter integration timelines for new channels, broader advertiser reach and an improved campaign management interface, the press statement read.

Additionally, Xandr will have the ability to read and interpret travel context, which means companies using its technology can target travel profiles better. Companies already working with Xandr will now be able to directly publicise content within travel agency tools and traveler itineraries via Amadeus’ network. This partnership will enable companies to launch more relevant and contextualised ads to travel sellers and the end traveler. Over the last few months, Amadeus said it offered its ad slots to distributed airlines so they could share important updates to the travel agency community and travellers about any disruptions in services impacted by the pandemic.

In a statement to Marketing, Sol Freixa (pictured left), global director for travel advertising sales and marketing, travel channels, Amadeus, said: "Xandr is a leader in the ad space and the combination of our travel expertise and Xandr’s advertising expertise makes us a great match to combine innovative technology for brands around the world looking to advertise across the travel industry."

According to her, both companies aim to enable more personalised experiences for consumers, and they believe joining forces will enable companies in the travel industry to deliver great journeys to travelers. She added that Amadeus works closely with providers across the industry, including airlines, rail companies, cruises, car rental companies, and airports. 

"Our customers can take their advertising to the next level and increase their messages beyond the Amadeus network, while Xandr’s customers benefit from more information and tools to advertise within the travel sector. This enables Amadeus to provide a unique advertising offering that will ultimately improve the traveler experience," she said.

Meanwhile, Xandr's director, market development, Spain, Remi Boudard (pictured right), said its existing ad platform, knowledge of travel and customer base, combined with Xandr's high-performing platform and brand reach outside of the travel industry is "a game changer" for all companies looking to engage travellers.

"Having Amadeus as a partner gives us a unique selling point in the ad world and helps us empower our clients to reach a new and powerful sector. We look forward to giving our customers the ability to positively influence the traveler experience," he added.

Xandr recently came under the spotlight when news about AT&T mulling the sale of its adtech unit broke. Xandr was launched in 2018, months after AT&T acquired software company AppNexus for US$1.6 billion. The acquisition was in a bid to accelerate the growth of its advertising platform and strengthen its leadership in advanced TV advertising, and was also said to be a move to challenge industry heavyweights such as Alphabet.

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