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Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360鈥檚 PAIR
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conversions 4X by ditching cookies for Display & Video 360鈥檚 PAIR </h1> </div> </div> </div> </div> </div> </div> </section> <div class="h-c-page"> <div class="h-c-grid"> <div class= "h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--offset-1"> <div class="tags-text"> <div class="tags-text__label h-c-headline--subhead"> Tags </div> <ul class="tags-text__tags"> <li class= "tags-text__tags__item h-c-footnote h-has-bottom-margin"> <a data-g-event="resources: articles" data-g-action="tag: display and video 360" data-g-label="tags" href= "/about/resources/success-stories/?product=display-and-video-360" title="Display & Video 360" class= "tags-text__tags__tag">Display & Video 360</a> </li> <li class= "tags-text__tags__item h-c-footnote h-has-bottom-margin"> <a data-g-event="resources: articles" data-g-action="tag: pair" data-g-label="tags" href= "/about/resources/success-stories/?product=pair" title="PAIR" class= "tags-text__tags__tag">PAIR</a> </li> </ul> </div> </div> </div> </div> <article class="gmp-section"> <div class="h-c-page"> <div class="h-c-grid"> <div class= "h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--4 h-c-grid__col-l--order-2"> <div class="sidebar-tout h-c-tile--border"> <div class="sidebar-tout__overview"> <h3 class= "h-c-headline h-c-headline--four h-has-bottom-margin"> The Goals </h3> <ul> <li>Re-engage valued customers to drive loyalty and bookings. </li> <li>Find an innovative and privacy-centric alternative to cookie-based remarketing. </li> </ul> <h3 class= "h-c-headline h-c-headline--four h-has-bottom-margin"> The Approach </h3> <ul> <li>Harnessed first-party data using Display & Video 360鈥檚 PAIR via LiveRamp to increase advertising effectiveness through relevant ads. </li> <li>Leveraged LiveRamp鈥檚 Authenticated Traffic Solution for enhanced publisher relationships and campaign optimization. </li> <li>Partnered with PMG and MiQ for audience-driven campaign planning, activation, and measurement using secure data insights. </li> </ul> <h3 class= "h-c-headline h-c-headline--four h-has-bottom-margin"> The Results </h3> <ul> <li>4X increase in conversion rates compared to traditional cookie-based retargeting. </li> </ul> </div> </div> </div> <div class= "h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--order-1 h-c-grid__col-l--offset-1"> <section class="article-section"> <div class="article-section__body"> <p> From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. </p> <p> As privacy regulations tighten and the era of third-party deprecation begins, Omni Hotels & Resorts recognized the urgency of finding new ways to reach their target audience. They wanted to continue the personalized experiences that drive customer loyalty and bookings, without compromising user privacy. </p> <p> With their valuable first-party data and the help of their expert digital and programmatic partners, <a href="https://www.pmg.com/" rel= "noreferrer noopener" target="_blank">PMG</a> and <a href="https://www.wearemiq.com/" rel= "noreferrer noopener" target="_blank">MiQ</a>, they aimed to find a solution that would not only work today but would be sustainable in the evolving advertising landscape. </p> </div> </section> <section class="article-section"> <h2 class="h-c-headline h-c-headline--three"> Unlocking Display & Video 360鈥檚 PAIR for privacy-centric campaigns </h2> <div class="article-section__body"> <p> One of the main concerns of many privacy-first solutions is the potential for data leakage or unintended use of consumer information. To navigate the new privacy-first environment, Omni Hotels & Resorts, PMG, and MiQ turned to Google Display & Video 360 and <a href= "https://liveramp.com/?utm_source=googleads&utm_medium=cpc&utm_campaign&utm_content&utm_term=liveramp&gad_source=1&gclid=CjwKCAiA8YyuBhBSEiwA5R3-E--wkUPyTAru9rLXN0KM2nTkypuQXmZ5gBFyDzKoSLQ4xV_1szqTBxoCBw4QAvD_BwE" rel="noreferrer noopener" target= "_blank">LiveRamp</a> to enhance the relevant ads targeted at customers. At the heart of their approach was Display & Video 360鈥檚 <a href= "https://blog.google/products/marketingplatform/360/engage-your-first-party-audience-in-display-video-360/" rel="noreferrer noopener" target= "_blank">Publisher Advertiser Identity Reconciliation</a> (PAIR) solution. PAIR gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser鈥檚 and a publisher鈥檚 site. Unlike traditional methods of targeting that often rely on pooling of audience data, PAIR allows the advertiser and the publisher to maintain ownership and control of their data. </p> </div> <div class="color-bar color-bar--article-quote"> <div class= "color-bar__icon color-bar__icon--blue color-bar__icon--article-quote"> </div> <h3 class= "h-c-headline h-c-headline--three color-bar__quote"> <span>"This privacy-first approach ensures a fully personalized experience without compromising sensitive identifiers."</span> </h3> <p class="color-bar__credit"> <span class="color-bar__author">Andrea DeLeon</span>, Senior Director, Digital Commerce, Omni Hotels & Resorts </p> </div> </section> <section class="article-section"> <div class="article-section__body"> <p> Leveraging a PAIR-specific <a href= "https://liveramp.com/our-platform/authenticated-traffic-solution-ats/?utm_source=googleads&utm_medium=cpc&utm_campaign=&utm_content=&utm_term=liveramp%20authenticated%20traffic%20solution&gad_source=1&gclid=Cj0KCQiAoKeuBhCoARIsAB4Wxtc_Zf6kgxV3GeNt6qQomFWmKylwrQoW2d5l0qZRkfb7WQpDKDhLgfAaAueEEALw_wcB" rel="noreferrer noopener" target= "_blank">Authenticated Traffic Solution</a> module helped facilitate the infrastructure for hundreds of publishers to build and use first-party data in the bidstream with PAIR, resulting in a significant increase in campaign reach for Omni. This collaboration resulted in a system where the brand could deliver relevant ads and offers to interested customers, respecting their privacy while fostering strong relationships. </p> </div> </section> <section class="article-section"> <h2 class="h-c-headline h-c-headline--three"> Privacy pays off </h2> <div class="article-section__body"> <p> The results of this privacy-forward strategy were undeniably positive. In a pivotal campaign managed by PMG and MiQ, ads utilizing the PAIR solution significantly outperformed traditional cookie-based targeting, boasting a 4X increase in conversion rates. </p> <p> Website visits after ad exposure were the key metric, demonstrating the effectiveness of PAIR in guiding potential guests towards booking decisions. These compelling results solidified Omni Hotels & Resorts' confidence in PAIR. They're now prepared to scale their campaigns, further leveraging their first-party data within Display & Video 360 to unlock more value and drive bookings, all while safeguarding the privacy of their valued customers and setting a strong foundation for success in the post-cookie landscape. </p> </div> </section> </div> </div> </div> </article> <div class="gmp-section gmp-section--article-footnotes"> <div class="h-c-page"> <div class="h-c-grid"> <div class= "h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--offset-1"> <div class="social-sharing social-sharing--article"> <div class="h-c-social__group"> <p class= "h-c-social__title h-c-social__title--inline"> Share article </p> <ul class="h-c-social__list h-no-bullet"> <li class="h-c-social__item"> <a data-g-event="resources: articles" data-g-action="social share: twitter" data-g-label="share article" class= "h-c-social__link" href= 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