Travel Search Engine Kayak Brings Search And Display Together With New Ad Units

Yesterday travel search engine Kayak announced that it had built a display ad platform to leverage search queries and serve more relevant graphical ads across its network. These display units will potentially replace the text ads currently shown on search results and other pages on and its affiliate sites. Reportedly, however, consumers can turn them off if they like.

According to the release:

Similar to the text ads that are already available through the Kayak Publishing Network (KPN), the new display ad system helps travel marketers target their ads based on search criteria including destination, origination, trip dates, length of stay, specific airline/hotel/car brands and car type. Referrals generated by either ad type can pass consumers’ search information (destination, travel dates, etc.) through to the advertiser’s Web site, allowing the advertiser to display relevant search results instead of a generic landing page.

Reflecting’s commitment to usability, consumers can turn off display ads indefinitely by simply clicking on a “hide display ad” link below each advertising unit.

One could see this as another form of behavioral targeting, which is now pervasive online. But another way to regard this is as an attempt to marry the directional power of search with the emotional appeal of display. This is also what is going on with display ads on Google image search and video advertising on or results.

Advertisers in many cases clearly prefer display advertising, especially brand advertisers. But search has been largely hostile to display until very recently. I suspect we’ll see more such efforts to blend the two in the future as more brand advertising dollars make their way online.

Related Topics: Channel: Consumer | Search Engines: Travel Search Engines


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide