TripAdvisor CEO Is Rethinking the Value of Facebook Advertising

Dennis Schaal

November 13th, 2013 at 2:00 PM EST

Photo Credit: Flickr.com

Skift Take

Is Facebook's reputation as a marketing vehicle for travel brands in jeopardy? It looks like Facebook's advertising challenges go beyond monetizing mobile -- Google can capture a traveler in shopping mode, but that's harder for Facebook to do.

TripAdvisor is Facebook's best friend in travel, but the review giant isn't as enthusiastic about the advertising relationship as it once was. Speaking at the 2013 RBC Capital Markets' Technology, Internet, Media and Telecommunicatons conference in Manhattan today, TripAdvisor CEO Stephen Kaufer said the company originally wanted to spend the same amount on marketing with Facebook as it does with Google. However, he was disappointed with the results. "We weren't able to get the same traveler in shopping mode to come over to TripAdvisor in any scale that mat

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