The Trade Desk identifies shift to 64-day loop in travel marketing

At the Cannes Lions International Festival of Creativity, Kelly Covato, general manager of business development for travel at The Trade Desk, highlighted a shift in how travel brands approach the consumer journey. Research from the company suggests that the traditional marketing funnel is evolving into a continuous loop that can extend beyond 64 days.

As travelers move between inspiration, research, and booking across various platforms—including connected TV, audio, and mobile devices—marketers are increasingly focusing on identity-based strategies. By using solutions like UID2, advertisers aim to recognize consumers across different media touchpoints to deliver relevant messaging throughout the non-linear decision-making process.