Traditionally, international brands have needed a global media agency with local offices to buy media in each market. However, having lots of local offices causes fragmentation in a global media strategy, holding back shared learning and progression of the strategy.
Programmatic technology has allowed Expedia to centralise its digital media buying through one technology from one location. Each market’s data and inventory, as well as performance data, are now fed into and accessed by this central platform.
In 2016, Expedia’s programmatic activity grew from three markets to 25, and earned an ROI 25% above the global target.