Travel search site Kayak.com has announced the launch of a targeted display advertising platform. The platform was developed by SideStep.com, which Kayak acquired in December 2007.
Kayak says display advertisers will be able to target a variety of search criteria, similar to existing text ads offered through the Kayak Publisher Network. Examples of search criteria are:
- Trip dates
- Length of stay
- Specific airline/hotel/car brands and car type
Three ad sizes will be available, which are in line with IAB standards:
- 180x150 pixels
- 160x600 pixels
- 300x250 pixels
Kayak and its affiliates generate 200 million ad impressions per month on air, hotel, and car search results pages. Currently there are over 30,000 text placements from more than 2,000 brands on the Kayak Publisher Network.
"Our advertisers have repeatedly told us that display ads can communicate travel services in a way that text ads cannot," said Steve Hafner, Kayak.com co-founder and CEO. "Yet we know that some consumers dislike these ads and find them distracting. I believe we've found the right balance by allowing our registered users to suppress or view them, whichever they prefer."