As travel brands demand clearer proof of advertising effectiveness across fragmented media channels, a new Comcast Advertising Adara attribution solution aims to bring deterministic measurement to TV and streaming campaigns for the travel and tourism sector.
Comcast Advertising and Adara, a RateGain company, announced a partnership to deliver one of the first attribution and measurement solutions for the industry built on first party deterministic data at scale. The new offering connects Comcast’s premium video viewing data with Adara’s booking and revenue intelligence, enabling advertisers to directly measure return on ad spend across television and streaming environments.
The Comcast Advertising Adara attribution solution arrives at a time when marketers face increasing pressure to demonstrate performance as audiences spread across connected TV, streaming platforms, and digital channels. Traditional measurement methods have often relied on modeled assumptions or proxy signals, leaving travel advertisers with incomplete visibility into campaign outcomes.
“This partnership brings real, booking-based measurement to TV and streaming for the travel industry at scale,” said Jay Wardle, President and GM at Adara.
By linking addressable video exposure to confirmed travel bookings, the solution creates a continuous data pathway from ad exposure to purchase behavior. Advertisers can analyze how campaigns influence traveler searches, bookings, and spending patterns, enabling optimization based on geography, seasonality, and audience characteristics.
“Intelligent attribution in travel & tourism is critical for advertisers to adjust campaigns and see if media spend resulted in bookings. Yet, this industry often relies on modeled proxies, leading to inaccurate targeting and distorted data,” said Dawn Williamson, Chief Revenue Officer, Comcast Advertising Media Solutions. “By partnering with Adara, our clients have a clear thread of data– from when a traveler first sees a TV ad and searches online, to booking and spending money on vacation. This proves the campaign’s ROAS and helps optimize marketing plans based on geography, time of year, target audience and more.”
Adara’s platform contributes extensive travel intelligence, including two billion traveler profiles, three billion searches, and 180 million bookings annually. Unlike attribution systems based on probabilistic modeling, the company uses direct booking data alongside its Traveler Value Score to evaluate the financial impact and quality of individual travelers.
“This partnership brings real, booking-based measurement to TV and streaming for the travel industry at scale,” Wardle added. “By connecting addressable video exposure to real traveler bookings, we’re giving advertisers a level of accountability and insight that simply hasn’t been possible before—and fundamentally changing how travel brands measure ROAS across screens.”
A case study involving the Space Coast Office of Tourism in Florida demonstrated early results. Using multi screen campaigns targeting families interested in domestic travel, the organization generated more than 505,000 hotel searches, 62,000 bookings, and nearly 23 million dollars in hotel revenue, achieving close to a thirteen times return on ad spend.
“Measurement of our marketing activities is critically important to our office. Adara and Comcast provide us a level of accountability that we appreciate,” said Peter Cranis, Executive Director of the Space Coast Office of Tourism.
The Comcast Advertising Adara attribution solution highlights a broader industry shift toward deterministic, privacy conscious measurement models that connect media exposure directly to business outcomes. As travel marketers seek stronger accountability across screens, partnerships that unite premium viewing data with verified commerce signals are expected to redefine how advertising performance is evaluated in the evolving media landscape.
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