Facebook Wants to Get a Little More Like Google in Identifying Traveler Intent
Photo Credit: Facebook chief marketing officer Gary Briggs (right) said the company will invest more heavily in travel advertising. Wells Fargo managing director Peter Stabler, left, interviewed him at a Wells Fargo tech conference in Park City, Utah on Tuesday. Skift
Skift Take
Is it just the varied nature of the two advertising platforms, Google's versus Facebook's, that makes Google more effective at identifying traveler intent? Some would make that argument. If the travel industry hopes that Facebook will ever supplant Google as an advertising platform, then buckle up for an extended wait.
It's no secret that a huge swath of 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 come
