How Expedia ads now trail you from desktop to mobile
In a travel industry first, Expedia has begun “re-targeting” advertisements at its customers who switch between desktop and mobile devices.
Between November 2012 and March 2013, more than 55 million people who visited Expedia’s website via their desktop computers and later switched to using mobile devices saw advertisements on their mobile browsers encouraging them to download or use the Expedia mobile app.
No other online travel agency has ever re-targeted and tracked ads across device platforms at the same users on a similar scale.
Cracking the code of cross-screen marketing
Advertisers such as Expedia have long known their customers’ desktop browsing patterns, thanks to cookies or “pixels”, which are bits of code that let advertisers track a user’s Web browsing activity and serve relevant ads based on that information–in Expedia’s case, via a third-party French company called Criteo.