Skyscanner Unveiled a New Ad Platform Backed on First-party Data

Skyscanner, a global travel company, today announced the debut of a sophisticated new advertising solution called Skyscanner Ads Platform. The platform, created in conjunction with airlines, online travel brokers, media agencies, and travel brands, was designed from the ground up to assist partners in navigating the ever-changing digital advertising landscape.

Skyscanner Ads Platform combines first-party data analytics from the world's largest air travel audience of over 110 million monthly travelers with proprietary technologies to enable marketers access new and relevant audiences in a privacy-friendly environment.   

With 51% of Skyscanner visitors investigating and uncertain on where to go on their next vacation, this unique combination allows brands to drive meaningful engagement with audiences looking for inspiration without relying on third-party cookies or tracking technologies. 

Building on the popularity of Skyscanner's existing native ad formats, the platform now includes an advanced ad server and advertisements manager. The technologies, backed by advanced deep learning algorithms, enable advertisers to develop, manage, and optimise contextual advertising campaigns in Skyscanner's marketplace, delivering the most relevant ads to the appropriate audience at the right time. Ad expenditure may be changed in real time based on comprehensive insights on traveller motives, preferences, and search behavior, resulting in tailored, data-driven strategies for improved success.

The platform's innovation is centered on the inclusion of a predictive recommendation engine that assists advertisers in identifying new growth prospects. The program automatically analyzes real-time market trends and campaign performance data to make personalized recommendations.

"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 looking to travel," said Kirsten Stirling, Senior Director of Product Management at Skyscanner. "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." 

"Working with Skyscanner has revolutionized our advertising approach. Their creative products, collaborative approach, and deep audience insights lead to high engagement and measurable results. Access to high-quality first-party data is increasingly vital, and Skyscanner's ability to harness this data sets them apart in the advertising market," Kyle Nimmo, Head of Media Investment at easyJet.