Drive growth in a changing digital ads ecosystem

The digital ads ecosystem is changing. People want more privacy, and new regulations are shifting the industry away from tracking consumers across websites, devices and apps, forcing businesses to rethink their digital marketing strategies.

It’s a significant shift that impacts all areas of advertising. Ad platforms and advertisers will have less granular data about their audiences, making it more challenging to identify in-market consumers, reach them in a targeted way and accurately measure and attribute advertising impact. For travel advertisers, it means finding and selling to people interested in travel is becoming trickier.

So, we put our heads together... 

“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, easyJet

With Skyscanner Ads Platform, you get access to: 

Reach in-market travellers in a privacy-centric way

Skyscanner Ads brings together clever tools, first-party data and a suite of native ads to help you reach in-market travellers with targeted messages.

1. Find high-intent, in-market audiences interested in travel 

Privacy changes have impacted how Ad platforms and advertisers build user profiles and identify in-market consumers, affecting ad performance in a significant way. 

With Skyscanner Advertising Platform, you can find in-market audiences looking to travel by advertising on the world’s most-visited air travel site, to the world’s largest air-travel audience.

2. Reach them with targeted ads in a privacy-centric way 

Amid growing global regulatory focus on consent and tracking practices, it's becoming harder to reach relevant audiences using targeted ads, reducing the consumer pool even further. Major ad platforms, traditionally reliant on these cookies and other technologies to serve targeted ads, are grappling with the effects of these privacy changes.

Skyscanner, though, is a travel a attracting in-market audiences. As a result, Skyscanner Ads Platform allows you to serve native ads contextually, based on how people are using Skyscanner to explore their travel – without the need to rely on third-party cookies or similar tracking technology to serve ads on Skyscanner.  

3. Understand user journey, optimise performance 

As it becomes more difficult for advertisers to get detailed, granular data on their audiences, so does mapping end-to-end consumer journeys and accurately attributing conversions.

Skyscanner Ads Platform gives you the ability to share your booking data with us in reliable ways, to help you understand customer journeys through Skyscanner, optimise your ad campaigns and improve your return on spend.