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Amadeus and Xandr join forces to optimize travel advertising

Amadeus customers will benefit from greater ad reach, while Xandr’s network will have the ability to better contextualize ads for the travel sector ​

As the travel industry look towards recovery from COVID-19, ensuring travelers receive relevant and appropriate ads to spark inspiration and regain trust for people to travel again is going to be key.

With this in mind, Amadeus is joining forces with Xandr, AT&T’s advanced advertising company, to help companies in, and promoting to, the travel sector, create targeted advertising campaigns, all while tracking performance and optimizing 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. 

This means, travelers will receive more dynamic and trip-contextualized ads within their travel documents and itineraries. Thanks to this agreement, 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. 

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 publicize content within travel agency tools and traveler itineraries via Amadeus’ network. 

By equipping companies with innovative advertising tech, they will be able to launch more relevant and contextualized ads to travel sellers and the end traveler, which will ultimately bring greater cut-through of the ad and return on investment.

For example, over the last few months, Amadeus offered its advertising slots to distributed airlines so they could share important updates to the travel agency community and travelers about any disruptions in services impacted by COVID-19.

Commenting on the partnership, Sol Freixa, Global Director for Travel Advertising Sales & Marketing, Travel Channels, Amadeus, said, “We are in unprecedented times that require companies to amplify their offers to travelers and help rebuild the travel sector. The partnership with Xandr combines the best of two worlds: advertising tech and travel tech. 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.” 

Remi Boudard, Director, Market Development, Spain, Xandr, said, “Amadeus’ existing advertising platform, extensive 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 speak to travelers. Having the leading travel tech company 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.”

About Amadeus 

Travel powers progress. Amadeus powers travel. Amadeus’ solutions connect travelers to the journeys they want through travel agents, search engines, tour operators, airlines, airports, hotels, cars and railways.

We have developed our technology in partnership with the travel industry for over 30 years. We combine a deep understanding of how people travel with the ability to design and deliver the most complex, trusted, critical systems our customers need. We help connect over 1.6 billion people a year to local travel providers in over 190 countries.

We are one company, with 19,000 employees across 70 offices. We have a global mindset and a local presence wherever our customers need us.

Our purpose is to shape the future of travel. We are passionate in our pursuit of better technology that makes better journeys.

Amadeus is an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. The company is also part of the EuroStoxx50 and has been recognized by the Dow Jones Sustainability Index for the last eight years.

To find out more about Amadeus, visit www.amadeus.com

About Xandr

Xandr is AT&T’s advertising company and a leader in addressable advertising, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.