The partnership equips travel and tourism marketers with impression-level proof of media quality, working spend and outcomes, and it replaces CPM assumptions with independently verified evidence.
LAKEWOOD, CO (May 15, 2026) — Ad+genuity, the independent programmatic media provider built for the travel and tourism industry, announced a strategic partnership with Fiducia, the impression log-level data intelligence platform powering the ANA Programmatic Transparency Benchmark. Through this partnership, Ad+genuity becomes the first independent programmatic media provider to adopt both the ANA Programmatic Transparency Benchmark and the TrueKPI Framework — embedding both into how every dollar of client investment is bought, measured and reported.
For destination marketing organizations, attractions and hospitality brands, the partnership delivers something the travel programmatic category has not had at scale: independent, impression-level proof that the media being purchased on their behalf is real, brand-safe and performing. Platform-reported metrics and CPM averages give way to reconciled data showing exactly how much of every campaign dollar converts into working media and how that quality translates into outcomes that matter to a destination.
“Adopting the ANA Benchmark allows us to replace assumptions with evidence,” said Zeek Coleman, President of Ad+genuity. “It gives our clients a clearer view of what’s working, what’s wasting spend and how quality drives performance.”
What This Means for Travel and Tourism Marketers
Travel buyers have long worked with media partners whose performance reporting comes from the same platforms doing the buying. The result is a system where success is largely self-attested. The partnership with Fiducia gives Ad+genuity the impression-level data foundation to change that by providing travel and tourism clients an independent layer of verification across every channel they activate.
For DMOs, attractions and hospitality brands working with Ad+genuity, the partnership translates into:
- Independent measurement of working media. TrueImpressions, TrueCPM and TrueAdSpend reveal how much of a campaign budget actually reaches qualified audiences, replacing platform-reported figures with reconciled, log-level truth.
- Defensible reporting for boards, councils and stakeholders. Destination leaders accountable for public or membership-funded budgets gain third-party-grade evidence of how media investment performed and where it can be sharpened.
- Smarter supply path decisions across CTV and curated PMPs. The channels travel buyers rely on most are also the hardest to measure. Reconciled signals make it possible to optimize toward inventory that delivers, not inventory that simply delivers cheaply.
- Quantified recovery of wasted spend. Overpayment across the supply chain becomes visible and addressable, freeing budget to reinvest in higher-quality placements that move visitation, bookings and brand metrics.
- Benchmarking against the full industry dataset. Performance is contextualized against the ANA’s independent industry benchmark, so travel marketers can see how their programmatic compares to the broader advertising market.
“When delivery, cost and quality signals aren’t reconciled at the impression level, SPO decisions are based on incomplete information,” said Tim Brown, CEO of Fiducia. “The ANA Benchmark shows that once those signals are unified, the link between quality and outcomes becomes unmistakable.”
“Programmatic advertising has reached a point where transparency alone is no longer sufficient,” said Bill Duggan, Group Executive Vice President, ANA. “The ANA Benchmark gives marketers a consistent, independent way to understand how quality impacts performance and to hold the supply chain accountable.”
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About Ad+genuity
Ad+genuity is an independent programmatic media provider built for travel and tourism. The company partners with destination marketing organizations, attractions and hospitality brands to deliver transparent, brand-safe programmatic and paid social media — layering human-led strategy over AI-powered technology and data intelligence to turn investment into measurable performance. Learn more at adgenuity.io.
About Fiducia
Fiducia is the impression log-level data intelligence platform powering the ANA Programmatic Transparency Benchmark. Fiducia reconciles delivery, cost and quality signals across the programmatic supply chain to enable independent measurement, accountability and optimization at scale.
About the ANA Programmatic Transparency Benchmark
The ANA Programmatic Transparency Benchmark is the industry’s most comprehensive, independent analysis of programmatic efficiency and media quality, built on impression-level log data and governed by a standardized methodology. ANA and TAG members have free access to the interactive Benchmark.