December 07, 2017

Facebook wants to get more like Google in identifying traveler intent

The travel industry would like to see Facebook advertising, including its Dynamic Ads for Travel, improve so there would be a hedge against Google’s power in digital marketing.

But big spenders such as the Priceline Group and Expedia have yet to commit to Facebook in such a big way.

These major online travel agencies work closely with Facebook, but have said in the past that Facebook isn’t answering their needs in the way that Google does when it comes to travel advertising.

Facebook chief marketing officer Gary Briggs on Tuesday conceded that Google’s advertising funnel — not just for travel — is a little narrower than Facebook’s. What he meant was that Google can often identify consumer buying intent more easily than Facebook can because Google is closer to the buying decision in e-commerce.

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