Large travel booking site chooses Kevel to power their native ads and more.
One of the world's largest travel search companies had an ad monetization problem. They used Google Ad Manager to power their nearly $1 billion ad product, but GAM was imperfect and limited their revenue potential.
Specifically, they wanted more flexibility and control around native ad units, testing, targeting, and pricing.
On top of that, not only were Google's ad tags slow-to-load (impacting sales), they were also ad blocked.
So this travel conglomerate decided to migrate their native ad units from GAM to Kevel, giving them more ownership of their ad product, while also freeing them from enabling a competitor.
Native ads are a priority for this brand, given that CPMS are above $50- much higher than the $1-2 programmatic ads. GAM made it hard for them to insert and manage these native ads.
Moving to Kevel alleviates these frustrations. Rather than trying to hack a native ad solution on top of GAM, they can use Kevel's flexible ad APIs to easily power this profitable offering.
User experience is pivotal to this company, so it was important that the look of their site and app didn't change. Fortunately, the integration with Kevel is server-side and doesn't involve any client-side ad tags - ensuring the ads will blend in with surrounding content.
Kevel's ad responses are also fast - averaging 28ms across all clients - which means no lost bookings due to slow load times.
With Kevel’s UI, this brand can easily set up, manage, and report on their native ads. This automation ensures that they can focus on improving and selling their ad product — not waste time on manual processes like starting/stopping campaigns.
After these native ads, their goal is to have Kevel power additional ad units. An independent infrastructure solution like Kevel also frees them from enabling Google, who is looking more and more like a direct competitor.