Skift Take

Advertising technology is driving a programmatic sea change in online bookings. To understand these changes, get the report.

Our twice-monthly Skift Trends Report series takes a deep dive into industry trends across various sectors of travel.

The latest report in the series, “Evolving Strategies in Travel Ad Tech and Bookings” launches today and examines the online advertising technology driving bookings in an increasingly complex display-ad environment.

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As media buying and delivery technology expands in every industry, travel marketers are competing to identify, reach, and convert consumers in an increasingly complex display-ad environment. Their strategies to do so are evolving, as technology provides newly dynamic and newly granular tools across a spectrum of devices and platforms.

Predictive analytics within programmatic media buying are changing the way the travel industry wins conversions. Travel’s move toward data-driven marketing represents a new horizon for an industry that carved out its early online reputation with user-generated content (UGV) and an embrace of behavioral and contextual understandings of its audience. The programmatic sea change is well underway.

Our report “Evolving Strategies in Travel Ad Tech and Bookings” lays it all out. Understand this sea-change.

The first seven pages of the 22-page report, including the table of contents, are embedded below:

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About These Reports

This is the 14th report in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year — direct to your inbox. Reports are delivered as a downloadable PDF.

Or you can also download each report a la carte, at a higher price.

You can read more about the trend reports here.

Any and all feedback is welcome. Contact ra AT

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Tags: adara, advertising, american airlines, cheapoair, facebook, hoteltonight, orbitz, otas, priceline, sojern, southwest airlines, Travel Trends, travelocity, virgin atlantic

Photo credit: Discover how airlines, hotels, and booking sites are using ad tech to reach customers. Angelo DeSantis / Flickr

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