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»TripAdvisor

TripAdvisor Journeys Into Non-Travel Advertising

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... Continue reading »
by Sarah Sluis // November 15th, 2019 //
»
Google Mulls Political Ad Changes; Grocers Want CPGs To Invest In Ad Tech

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... Continue reading »
by AdExchanger // November 8th, 2019 //
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TripAdvisor: For TV Attribution, 'Correlation Doesn’t Cut It'

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,... Continue reading »
by Allison Schiff // October 12th, 2018 //
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Spectrum Auctions Add Fuel To Telco Merger Mania; TV Ads Perform For TripAdvisor

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.... Continue reading »
by AdExchanger // August 6th, 2018 //
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TripAdvisor Shares Take Off On Revenue Beat, Improved Online Attribution

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... Continue reading »
by James Hercher // February 15th, 2018 //
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Time Out Digital Reinvents Itself Using TripAdvisor As A Model

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... Continue reading »
by Sarah Sluis // October 18th, 2017 //
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TripAdvisor Q4: Mobile Traffic Up, But Monetization Isn’t There Yet

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... Continue reading »
by Allison Schiff // February 11th, 2015 //
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TripAdvisor ‘Winning On Mobile,’ But Won't Talk Monetization

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... Continue reading »
by Sarah Sluis // November 4th, 2014 //
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TripAdvisor Misses Q2 2014 Estimates — But At Least Ad Revenue’s Up

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... Continue reading »
by Allison Schiff // July 23rd, 2014 //
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TripAdvisor Turns To 'Meta Display' For Less Annoying, And Possibly, Higher Priced Placements

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... Continue reading »
by David Kaplan // February 25th, 2013 //
»

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