Expedia Names Ex-Pinterest Exec to Lead Ads. The Pitch: Real Bookings, Not Intent.

Key Points

• Expedia Group has appointed former Pinterest executive Bill Watkins to lead its global advertising business.
• Expedia's advertising strategy focuses on targeting travelers who have already confirmed bookings, setting it apart from competitors like Google and Meta that target travel intent.
• The advertising division has been merged into Expedia's marketing department to better leverage loyalty, audience insights, and first-party data for advertisers.

Summary

Expedia Group has named ex-Pinterest executive Bill Watkins as the new general manager of global advertising, positioning its ad business to target travelers with confirmed bookings rather than just those displaying travel intent. This approach distinguishes Expedia from competitors like Google and Meta, which do not facilitate bookings and therefore rely on modeled intent. The company has also integrated its advertising arm into the marketing department, aiming to more effectively use loyalty programs, audience insights, and first-party data to deliver measurable results for advertisers.