Singapore – Travel company Skyscanner has launched a new advertising platform that leverages first-party data from a travel audience.
The new Skyscanner Ads Platform aims to help its travel partners in the digital advertising landscape, enabling them to reach new audiences while maintaining data privacy. Independent from third-party cookies and other tracking technologies, the ad platform allows brands to engage audiences in a safe environment.
Through the Skyscanner Ads Platform, advertisers can launch, manage, and optimise contextual campaigns in the company’s marketplace. This ensures that ads are delivered to relevant audiences.
With insights into consumer behaviour and preferences, advertisers can also adjust their spending in real-time.
Additionally, the platform has a predictive recommendation tool, analysing trends and campaign performance for advertisers while providing suggestions.
The ad platform was built in collaboration with airlines, travel agents, media agencies, and travel brands.
“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,” Kirsten Stirling, senior director of product management at Skyscanner, said.
“We’re harnessing the power of Skyscanner’s first-party data and combining it with smart, proprietary technology to drive more meaningful, effective, and importantly – privacy-centric results,” Stirling added.
“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.” Kyle Nimmo, head of media investment at easyJet, commented.
