In response to the overall disappointing results from online travel banner ads, TripAdvisor announced the release of its contextual-linking technology. Leveraging a proprietary software engine built
exclusively for the travel industry, TripAdvisor's new travel specific advertising technology has shown, according to company officials, impressive response rates of over 8% for online travel
advertising (a 32X improvement over the usual .25% response rate of most online advertisements). Built around a cost-per-click (CPC) payment model, this technology is finally delivering for
TripAdvisor on the long-promised goal of cost-effective online travel marketing. --
Adam Bernard