Skyscanner unveils privacy-centric ads platform for travel brands

Skyscanner, a global travel services provider, has launched an advanced advertising solution aimed at helping travel brands navigate the increasingly complex digital advertising landscape. The new Skyscanner Ads Platform leverages first-party data and proprietary technology to deliver targeted campaigns within a privacy-conscious framework.

With the digital advertising ecosystem shifting away from third-party cookies and tracking technologies, platforms are adapting to meet new regulatory demands and consumer expectations. Earlier this year, the Supreme Court of India mandated that advertisers certify their ads as free from misleading content or claims. This directive arose from growing concerns over false advertising.

While the move aims to promote accountability, it presents unique challenges, particularly in digital advertising. Digital platforms operate at a rapid pace, with ads often created, posted, and removed within hours. Implementing self-declaration in such a fast-moving ecosystem could become a logistical hurdle for advertisers.

Highlighting the significance of digital media, the latest FICCI-EY report values the sector at INR 65,400 crore. Of this, INR 57,600 crore comes from advertising and INR 7,800 crore from subscriptions. With every major Indian advertiser active in the digital space, the sheer scale of operations adds to the complexity of compliance.

Addressing these challenges will require balancing regulatory oversight with the dynamic nature of digital advertising, which is what Skyscanner is attempting to address with its new platform.

Kirsten Stirling, senior director of product management at Skyscanner, explained, “The future of cookies and general tracking practices is uncertain. Skyscanner Ads Platform is a game-changer for advertisers wanting to reach highly engaged global audiences in the market to travel. By harnessing our first-party data, we’re delivering meaningful, effective, and privacy-centric results.”

She emphasised the platform’s ability to meet the growing need for targeted advertising, highlighting its relevance amid global privacy concerns. Since it relies exclusively on first-party data, this allows for contextual ad placement without third-party cookies or invasive tracking.

Prabh Walia, head of product marketing at Skyscanner, detailed the challenges the industry faces. “People want more privacy, and new regulations are shifting the industry away from tracking consumers across websites and apps. This makes it harder for advertisers to identify in-market consumers and accurately measure impact. Skyscanner’s Ads Platform addresses these challenges by using first-party data to help advertisers reach travel audiences in a targeted, privacy-centric way.”

The platform was developed in partnership with airlines, online travel agencies, media agencies, and other travel brands, with rollouts to select partners planned for the first quarter of 2025. EasyJet is among the early adopters, with Kyle Nimmo, head of media investment at EasyJet, praising its effectiveness.

“Partnering with Skyscanner has transformed our ads strategy. Their innovative products, collaborative approach, and 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,” he said.

The platform combines a suite of tools with access to its audience of over 110 million monthly travellers. It includes a new ad server and ads manager, powered by deep-learning algorithms, enabling advertisers to launch, manage, and optimise campaigns directly on the platform.

It offers features like real-time campaign management, so that advertisers can adjust ad spend based on insights into traveller behaviour and preferences. Its predictive recommendation tool uses real-time market trends and performance data, to offer offers tailored strategies to uncover growth opportunities.

The introduction of the platform reflects the challenges faced by advertisers in the travel sector. Privacy regulations and changing consumer expectations have made it difficult to create detailed audience profiles and track consumer journeys across platforms.

Skyscanner will tap into its extensive audience data, to allow advertisers to identify high-intent, in-market travellers and deliver relevant messages. Walia explained, “Skyscanner Ads Manager provides flexibility, enabling advertisers to create, edit, and monitor campaigns in one place. This ensures they can optimise performance while understanding customer journeys through the platform.”

The platform also marks a departure from traditional advertising methods, which often rely on static and one-size-fits-all strategies. Instead, its tools aim to foster more dynamic connections between brands and travellers.

The platform builds on Skyscanner’s existing native ad formats, expanding its capabilities to include advanced ad-serving technologies and comprehensive insights into user behaviour. For advertisers, this means a greater ability to tailor campaigns to individual preferences and behaviours, ensuring their messages resonate with consumers actively planning trips.

For advertisers, the platform represents a potentially valuable tool for reaching engaged audiences without violating privacy standards. However, its success will depend on how well it addresses the complexities of measuring and attributing campaign performance in a world with diminishing data granularity.