Launched at POSSIBLE: Travel plans are shopping plans

POSSIBLE, one of the most impactful events in marketing, returned to Miami Beach April 27‑29, bringing together top decision‑makers from brands, agencies, media, creative, culture, and technology to explore forward-thinking ideas and opportunities. 

Enter Expedia Group Advertising. On stage at the iconic Eden Roc hotel, we revealed a high‑intent consumer audience that most brands haven’t considered: travelers. Our workshop mapped the shopping journeys that surround every trip and showed how, with our travel media network and strategic partnerships, you can activate ready‑to‑spend travelers on your own terms. 

Keep reading to learn more about each of the standout moments from POSSIBLE, like: 

• A first look at new research, powered by The Harris Poll, that shows travel data is predictive shopping data
  

• A discussion on how creative storytelling turns dreaming into doing with our award-winning E Studio and the BBC

• A session with Expedia Group Advertising, Magnite, and The Trade Desk on reaching travelers in premium places like Netflix

• How to clearly show overlap in our mutual audiences and uplift thanks to data clean rooms

Jennifer Andre, Global Vice President of Business Development at Expedia Group Advertising, debuted groundbreaking new research: “Cartbound: How brands can turn travelers into customers” is about the non-travel purchases that travelers make before, during, and after a trip. 

Attendees got a first look at highlights from the report and learned that first-party traveler data is a reliable compass pointing to tomorrow’s consumer actions.  

By showing up when and where it matters, like across our sites and everywhere on the web, any brand can turn itineraries into revenue. But you shouldn’t wait long — competitors from other brands and agencies will catch on to this valuable audience soon.

Angelique Miller, Vice President of Expedia Group Advertising’s E Studio, sat down with Farra Kober, Vice President of BBC StoryWorks Americas, to explain how storytelling in a trusted environment like the BBC, combined with Expedia Group’s powerful travel marketplace, turns dreaming into doing.  

The partnership places film‑grade narrative, culture, and personal stories on screens and in front of a global audience already primed for discovery. The result? The inspiration we create is only a click away from becoming a real trip, and your brand can be part of the journey.

Once you have creative that inspires action, how do you make sure it gets in front of the right consumers? Fresh off the announcement of our Magnite partnership, we sat down at POSSIBLE to share how advertisers can now tap into our curated supply with self-serve programmatic buys.  

By joining forces with this powerful supply side platform, any brand or agency can reach our unique consumer audiences across premium publisher inventory — like when travelers are on their couches watching Netflix. And with curated audiences through The Trade Desk, brands and agencies can add our audiences into the campaigns you're already running.

When you add a new audience to your media mix, you have to prove they’re valuable. That’s why we have clean rooms that allow you to partner with us on a secure, neutral platform. Clean rooms are a safe and efficient way to enhance ad targeting, campaign optimization, and measurement. They use combined data and are governed by strict data privacy standards.

Expedia Group powers a global travel marketplace where millions of people plan and book every day. Alongside our consumer brands, Expedia Group Advertising connects brands with high-intent traveler audiences across our sites and apps, offsite channels, and selected partner publishers. Whether you want the experts to handle your campaign or you want to do it yourself, our connections make it possible to turn trips into revenue.

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