Unclosed Loop - Referrals to Ad Networks

A couple of days ago I wrote about closed loop ecosystems and the new Red Flag Deals Cashback program.  They are fantastic because they allow a single platform to track consumer behaviour through to purchase.

Here is an example of what can happen to the customer experience when the loop isn't closed.

To reserve a hotel for an upcoming bike race I was looking on Expedia.ca.  Using their search tool I was able to find a number of available rooms.  Clicking on one in particular brought me out from Expedia and to the Hotel's website to make a reservation.  After completing it I even received a notification from Expedia with all of my details - very handy.

Image of Banner Ad day of making reservation

But visiting another website later in the day I was presented with a banner ad to book a hotel in the very same city, with similar offers.

I'm used to seeing activity like this from sites like Clearlycontacts.ca when I browse, but don't complete the order.  But I had completed with my transaction.

Giving them the benefit of the doubt, I went under the assumption that the files between Expedia and their Ad Network provider hadn't reconciled yet.

Image of Banner Ad 2 days after making reservation

Visiting another website two days later I was presented with another offer - different details but same trip parameters.

For Expedia to get into the Ad Network business would be a bit of a stretch from the service they provide.  But passing details to close the loop with their Ad Network provider should not be.

As a customer I now feel that they don't know me and are only interested in pushing me more.  I would be open to them offering me other services that I might need for my trip like flights, car rental, restaurant reservations or travel insurance (if it was international travel), but don't try to sell me something I already bought from you.