New UI Friendly Products
With existing products aligned we now needed to look how we could grow the portfolio for all of Expedia’s brands. This included Travelocity, Hotels.com, Hotwire, Venere, WOTIF, Air Asia Go, Last Minute, Cheap Tickets, and Orbitz. With so many brands the need to create a scalable solution that was outside of the existing IAB standards became top priority. Within 1 month of starting I presented the need for responsive/native ad products to be a part of the current product inventory. Not only do responsive ads allow for better/smarter ad integrations they also allow for a on-brand user experience.
New Custom Products
The initial feedback received about these concepts was great, but the sales teams came back that the advertisers thought their partner brands were lost in this execution. The next step came in looking at how we could implement responsive ads with custom fonts, images and buttons. The next phase was also successful and proved we could build a product category that met both the advertiser and user experience needs.