pata appnexusThe Pacific Asia Travel Association (PATA) and AppNexus, the world’s leading independent advertising technology company, today announced a new Preferred Partnership agreement.

The agreement will allow PATA members to better understand the new landscape of programmatic advertising and how best to utilise it for their respective organisations.

As a Preferred Partner, AppNexus will have access to and network with PATA’s hospitality members, tour operators, destination management companies, and National Tourism Organisations members. In addition, AppNexus will share programmatic advertising trends, data, and analysis to PATA members.

“Digital advertising is changing constantly, and it is vitally important that our industry adapts to the evolving landscape in order to remain competitive. Our partnership with AppNexus is an exciting opportunity for both parties,” said PATA CEO Dr. Mario Hardy. “PATA will now have the ability to offer its members the opportunity to access unique data and insights from AppNexus, allowing them to be more informed about the evolving digital marketing landscape.”

“The power of programmatic advertising, data, and analytics can transform the travel industry in the Asia Pacific region,” said Sonal Patel, Managing Director APAC, AppNexus. “PATA has been instrumental in spearheading strategic evolution of the market, and I am delighted to be working closely with them as we drive innovation for PATA’s travel members.”

AppNexus’ advertising technology encompasses all digital channels (desktop, mobile), formats (display, video, native), and application purposes (guaranteed and programmatic). Its technology platform is open and programmable, which affords customers the ability to build and innovate on top of its Application Programming Interfaces (APIs).