TripAdvisor has launched a new self-serve advertising
platform, TripAdvisor Media Manager, designed for small- to medium-sized businesses and travel agencies.
With the new platform, customers can control their own
advertising campaigns on TripAdvisor.
TripAdvisor said Media Manager is designed for "individual
suppliers, niche partners" and other advertisers. They can target their
audience by user location, browsed destinations or recent travel planning on
TripAdvisor.
A spokesman said travel agencies can use the platform as
direct advertisers.
Media Manager users upload their own content, which is then
reviewed and approved by TripAdvisor. Budgets and schedules are set by the
users, who can monitor campaigns and make changes using a real-time dashboard.
TripAdvisor CEO Steve Kaufer talked about Media Manager
during his interview on the Center Stage at the Phocuswright Conference in
Hollywood, Fla., and he said another benefit to the platform was that it was "practically
self-service."
"It's close to half a billion monthly eyeballs on the site,
people with high intent trying to figure out where to go," he said. "That's
really quite valuable to a whole bunch of people in the audience here."
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Rebecca Tobin contributed to this report.