Smarter Targeting Starts with Better Data, and Curation Delivers

You’ve probably heard the buzz around curation—it’s quickly becoming the new favorite in programmatic advertising. But what you might not know is why we’re so passionate about it here at Sojern.

Unlike traditional programmatic campaigns, where most of the work happens on the demand-side platform (DSP), curation flips the script. It brings brands and buyers together on the supply-side platform (SSP) to hand-select the right data, audiences, and inventory, then matches that to available DSP inventory in a much more intentional way.

In other words, you’re not buying static, pre-packaged audiences or relying on off-the-shelf solutions. With curation, our customers get access to dynamic, behavior-based audiences powered by Sojern’s real-time travel data. That means you’re reaching travelers based on what they’re doing right now, not what they did three months ago.

Even better? Curation is built for a future without third-party cookies. It’s more private, more accurate, and more personalized. That’s why we didn’t just adopt it—we fully leaned in.

Here’s how Sojern’s curated programmatic offering helps travel marketers stand out and drive smarter results.

‍

Data That Keeps Up With Travelers

The big difference between curation and traditional methods is where data is packaged and how often it’s updated. On a traditional exchange, data gets mashed with available inventory, and the campaign is off and running. However, that data isn’t dynamic, so it gets old fast. This is especially problematic in travel. Americans look at an average of 185 pages of travel content in the 45 days leading up to a trip, which means advertisers need continual access to fresh data for accurate targeting.

What’s more, as people make purchasing decisions, the data pool gets whittled down. With curation, audiences are dynamic and updated in real-time using our data, which means it captures potential travelers’ latest interactions and constantly offers a fresh pool of leads.

‍

It’s More Cost-Effective And Smarter

Not all curation is created equal. A lot of curators work on the inventory side, scanning the internet to cherry-pick premium websites, which often drives up costs. That might work for some industries, but travel is different. The path to purchase is complex, constantly shifting, and anything but linear.

That’s why at Sojern, we focus on data-side curation. Instead of paying a premium for inventory alone, we use rich, real-time, travel-specific data to build smarter retargeting strategies. Yes, this kind of data can be more expensive up front—but because it’s so accurate and relevant, our customers often see far better results than they would with cheaper, off-the-shelf solutions.

‍In short: you get more value, not just more impressions.

‍

Increased Transparency You Can Trust

One of the biggest frustrations with traditional programmatic campaigns? You often have no idea where your audience data is coming from or how fresh it is. That’s a real problem in travel, where timing and relevance are everything. A traveler might be inspired to book with just one well-timed ad, but not if that ad is built on data from weeks ago.

With curation, there’s no guesswork. You know exactly which data partners you’re working with, where that data comes from, and how often it’s updated. That level of visibility means your campaigns are built on reliable, real-time insights, not outdated assumptions.

Plus, curation gives you access to log-level data, which paints a much clearer picture of where a traveler is in their journey. That insight helps you learn, adapt, and continuously improve how you engage future travelers. It’s not just more transparency—it’s a smarter, ongoing feedback loop.

‍

Want to see how curated programmatic campaigns could work for your brand?

Let’s talk. We’d love to show you what’s possible when your data, technology, and media work in sync.