Intercontinental Hotels doubles down on ‘dynamic creative’ using data as the key to personalisation
Intercontinental Hotels Group (IHG) has partnered with The Exchange Lab to deliver personalised ads to further encourage customers to sign up to its loyalty scheme, as part of wider data-led strategy which includes programmatic media buying.
IHG has appointed The Exchange Lab (which was acquired by WPP six months ago) as its “lead programmatic partner”, as part of the hotel chain’s wider strategy, with the ad tech outfit specifically charged with devising creatives that can “effect behaviour-change at the transactional stage of the purchase process”.
The process of dynamic creative optimisation involves using audience data made available from a variety of sources Read full story ›
Source: The Drum
