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Online Travel

Priceline 'Breakthrough' in Reducing Dependence on Google

Dennis Schaal photo
Dennis Schaal

Photo Credit: A still from Booking.com's 'Booking Epic' TV commercial. Priceline Group

Skift Take

Priceline Group CEO Darren Huston isn't exactly weaning the company off Google, but Priceline is reducing its dependence on Google AdWords in key markets through TV advertising. That is a very significant shift, and a long-term challenge to Google as other brands take to offline advertising.

Priceline Group CEO Darren Huston says the company's TV advertising, which is smaller but growing much faster than its online advertising, has been a "breakthrough," reducing Priceline's dependence on Google. "This has been a real breakthrough for us," said Huston during Priceline's third quarter earnings call today, adding that TV advertising enhances the company's ability to drive customers direct to its websites. "Our dependence on Google has lessened," Huston added. Priceline, including its Booking.com unit, has been one of Google's largest advertising customers

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