Kayak.com Launches Beta of Ad Bidding Engine

  |  February 7, 2005   |  Comments

Ad marketplace's debut comes in conjunction with the site's consumer launch.

Travel-search player Kayak.com is expected to launch a beta of its self-service auction-based bidding environment for hotel and airline advertisers today. The debut of the CPC (define) ad tool comes in conjunction with the official consumer launch of the site itself.

Hotel chains and individual hoteliers can bid to appear higher in results when Kayak users search for accommodations options. Paid results are displayed with a "K" symbol to inform users the hotel displayed is an advertiser. Hotel marketers can tailor bids so their results appear higher for certain stays, lengths of stays, particular markets, or specific hotel brands.

"A hotel can say, 'I need demand for the following stays,'" said Steve Hafner, cofounder and CEO of Kayak.

Additionally, Kayak is offering contextually targeted text advertisements that appear adjacent to search results. Both hotel and airline advertisers can buy these slots. If a user searches for flights to New York, for example, the ads could be for hotels in the Big Apple. Currently, ads Kayak has sold are augmented with ads from Google's AdSense program.

Kayak has been testing its advertising offerings with a "handpicked" group of 30 advertisers but is now opening its system more widely.

Though Kayak doesn't yet command a high volume of traffic, the company hopes to change that through a combination of marketing and distribution deals. It recently signed a deal for its listings to appear on CNN.com and is building a site with America Online. Company execs say they will announce additional affiliate relationships in the coming weeks.

"Today we have [25,000] to 30,000 unique visitors a day," said Paul English, cofounder and CTO of Kayak. "Our goal is to take that number to well over 10 million visitors a month."

Kayak's helps hotel advertisers drive traffic to their own sites and booking engines, bypassing more costly distribution methods, such as online travel agents.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...