pGlobal travel leader Skyscanner has unveiled its new Skyscanner Ads Platform, an innovative advertising solution built to help airlines, Online Travel Agents (OTAs), media agencies, and travel brands navigate the shifting digital advertising landscape. This cutting-edge platform leverages first-party data and proprietary technology to deliver effective, privacy-centric ad campaigns.
Revolutionising Travel Advertising
The Skyscanner Ads Platform taps into a rich pool of first-party data from over 110 million monthly travellers. By combining this data with advanced algorithms, the platform enables advertisers to reach highly relevant audiences without relying on third-party cookies or invasive tracking technologies.
According to Skyscanner, 51% of travellers visiting the platform are undecided about their next destination, offering advertisers a unique opportunity to engage users during the exploration phase. This privacy-friendly environment ensures meaningful connections between brands and travellers searching for inspiration.
Innovative Tools for Enhanced Campaigns
Building on Skyscanner’s native ad formats, the platform introduces an advanced ad server and manager powered by deep learning. These tools allow advertisers to design, execute, and optimise contextual campaigns efficiently.
Key features include:
- Real-time ad spend adjustments: Advertisers can refine strategies based on user behaviour, ensuring maximum ROI.
- Predictive recommendation tool: By analysing market trends and campaign performance data, this feature offers tailored growth opportunities to advertisers.
Kirsten Stirling, Senior Director of Product Management at Skyscanner, highlighted the platform’s forward-thinking design:
“With the increasing focus on consent, the future of cookies and general tracking practices within the advertising ecosystem, Skyscanner Ads Platform is a game-changer for advertisers wanting to reach highly engaged global audiences who are in the market to travel.”
Industry Collaboration and Results
Collaborating with major travel players, Skyscanner has transformed traditional advertising approaches. Kyle Nimmo, Head of Media Investment at easyJet, shared:
“Partnering with Skyscanner has transformed our ads strategy. Their innovative products, highly collaborative approach and deep audience insights drive exceptional engagement and measurable results. Access to high-quality first-party data is becoming increasingly important, and Skyscanner’s ability to harness this data sets them apart in the advertising world.”
Looking Ahead
With its rollout already underway, the Skyscanner Ads Platform promises to revolutionise travel advertising by focusing on privacy, precision, and performance. Brands can now harness valuable traveller data and smart technology to drive impactful, data-driven campaigns in a consent-driven era.
For further information, visit: Skyscanner Ads Platform.
