AI pulls travel brands deeper into commerce media

AI is reshaping digital advertising, and travel brands are turning to commerce media to reclaim control of monetization. OTAs were early adopters, and airlines, hotels, and theme parks are expected to expand usage this year. Uber's ad network reached $2 billion in annual revenue, and Expedia's display ad revenue grew. AI is embedded across the media lifecycle, from planning to reporting. Brands with sophisticated loyalty programs benefit most, such as Marriott and United. However, fragmented inventory remains a challenge.