Melia Hotels International: Attracting UK holiday bookers through display and FBX

This articles describes how Meliá Hotels International, the hotel chain, used digital media ads to target UK consumers with its Spanish hotels.

Meliá Hotels International: Attracting UK holiday bookers through display and FBX

Rocket Fuel

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Key takeaways

  • By integrating data from the advertiser's website (using a tag), the DSP (Rocket Fuel) was able to run an act-alike model to expand reach to find similar behaviours to people who had booked rooms. This...

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