Expedia Group Advertising Partners with Magnite to Push Traveler Data Beyond Its Own Sites

Expedia Group's advertising arm is opening up its 200 petabytes of traveler intent data to programmatic buyers across streaming TV, display, audio, and video — well beyond the confines of its own booking sites. The vehicle is a new deal with Magnite, the largest independent sell-side ad platform, announced April 16.

The partnership lets advertisers activate Expedia's first-party data through Magnite's network of premium publishers in a DSP-agnostic way. In plain terms: brands can now retarget high-intent travelers while those consumers are watching a show, listening to a podcast, or browsing a news site — not just while they're actively searching on Expedia, Hotels.com, or Vrbo.

For hotel operators and property managers who run campaigns through Expedia Group Advertising, this matters. The expanded reach means ad spend can follow potential guests earlier in the planning funnel and across more touchpoints, which should improve awareness and, in theory, conversion efficiency.

"Brands are increasingly looking for precise reach, detailed measurement and cost efficiency for advertising campaigns," said Jennifer Andre, Global Vice President of Business Development at Expedia Group Advertising. "By coupling Magnite's scale and their access to top publishers with Expedia Group's extensive first-party data, we're giving advertisers new ways to drive impactful commercial results, from inspiration to booking, both on our sites and off-platform."

Magnite's Mike Dupree, SVP of Demand, framed it from the publisher supply side: "Travelers are high-intent, high-value consumers and partnering with Expedia Group Advertising creates a powerful opportunity to connect brands and people as they plan and book their trips."

The move fits a clear pattern. Expedia has been building out its Travel Media Network as a standalone revenue line, positioning its data assets as a competitor to Google and Meta for travel-intent advertising. This deal with Magnite — which dominates the programmatic supply side for CTV and streaming — gives Expedia a credible off-platform distribution channel rather than just promoting inventory within its own walled garden.

For advertisers, the DSP-agnostic setup is notable: they're not locked into a single demand-side platform to access Expedia's audience segments. That should lower the barrier to entry and make it easier to fold into existing programmatic buying workflows.