TripAdvisor

Airbnb gets one step closer to launching a retail media biz; Google shakes up its ad tech executive team; and streamers struggle to balance ad and subscriber revenues.

Once consumers are ready to travel, they’re often ready to spend on almost everything, from beauty and booze to electronics and streaming services. And that creates a unique opportunity for advertisers to reach a new audience with high intent, says Christine Maguire, global VP of commercial business at TripAdvisor.

On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.

Turn The Other Cheap Zoom CEO Eric Yuan shot down proposals to introduce ads in 2019 and again in 2020, when some executives floated a chance to capitalize on the influx of traffic and new users during the pandemic. One person who heard Yuan’s response says he called the idea of ads on Zoom “cheap […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Optimism … And Concern A half full glass … is also half empty. The IAB’s newly released market outlook report for 2021 is both optimistic about digital advertising in the year ahead and concerned about the loss of identifiers and how the industry will […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Falling Short? Facebook updated its misinformation policy to include vaccine-related content, as the company continues fighting against claims that it isn’t doing enough to protect its billions of users. The Wall Street Journal reports that the social networking giant will over the coming weeks […]

Travel has been one of the hardest-hit businesses during the pandemic. TripAdvisor, with the bulk of its business coming from travel brands, felt that impact mightily. The company is forecasting virtually no Q2 revenue and had to make heavy cuts to its staff in an effort to weather the storm as shelter-in-place orders took effect […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Smoky Eye How did eye shadow palettes worthy of a paint studio become the most sought-after item on teen wish lists this year? Influencers, of course. A YouTube tutorial, Instagram Story and a trending topic on Twitter powered more than a million purchases in […]

Up until last year, TripAdvisor primarily sold to travel advertisers and online travel agencies. But that’s changing out of necessity. TripAdvisor’s core hotel ad business has declined as Google encroaches on its hotel research-and-booking revenue with its own planning tools. In TripAdvisor’s most recent earnings report, revenue from hotel ads shrank 14%. So the 20-year-old company is pitching nonendemic […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Political Ad Firestorm Google is considering changes to its political advertising policy, according to The Wall Street Journal and Axios. The reports come as Facebook is under pressure from users, issue groups and regulators to block some (or even all) political advertising. Twitter banned […]

The CEO of TripAdvisor, Steve Kaufer, has a motto: “If it’s worth doing, it’s worth measuring.” Which is why TV had to prove itself before earning a spot on the travel review site’s media plan. Until 2013, TripAdvisor spent most of its budget on digital, mainly because of its measurability. There’s a lack of “direct, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Going Once, Going Twice … Later this year the FCC will hold two wireless-airwave auctions – the mechanism for telcos to license broadband spectrum from the government – and the Sept. 18 deadline for applicants is heating up the already boiling media M&A market. […]

TripAdvisor said on its quarterly earnings call Thursday that it is part way through a significant reduction of its online marketing and has stabilized its advertiser auction platform after some buyer exits in the second half of last year cratered prices. TripAdvisor is overhauling its advertising investments due to improved data and attribution, CEO Steve […]

As print publishers figure out how to remake themselves for digital, Time Out has come up with an unusual solution: Borrow the revenue model – and former CMO and president – of TripAdvisor. Time Out once recommended events, hotels and restaurants to readers, but it no longer stops there. Now the publisher allows readers to […]

The majority of TripAdvisor’s revenue came from advertising in Q4 2014. Of TripAdvisor’s reported $288 million in fourth-quarter revenue – up 35% from Q3 – $181 million came from click-based advertising (63% of total revenue) and $36 million from display (13% of total revenue). Display CPMs were up for more than 2,000 advertisers in TripAdvisor’s network, President […]

TripAdvisor grew revenue by 39% in the third quarter but disappointed investors by missing its guidance for Q3. Half of TripAdvisor’s traffic now comes from mobile, big news for a site that attracts 315 million monthly unique visitors. That shift has challenged many traditional publishers, but TripAdvisor said it has mobile monetization and user experience […]

TripAdvisor painted a muddled picture during its Q2 2014 earnings call. The travel booking site’s overall profits came in far below estimates. But ad revenue was a bright spot for TripAdvisor, which saw an increase in both click-based and display ad revenue this quarter. Click-based ad revenue increased year over year to $235 million, up […]

One of the vestiges of cheap, low-quality ads has been the “pop under” format often employed by travel search engines which would produce multiple mini-browser windows for airfares and hotel rates. In the last quarter, TripAdvisor began moving away from pop-unders in favor of Google-like “meta search” results for its display ad partners in the […]