Skyscanner dynamic native ads win ‘Best Sell Side Innovation’ at The Drum Digital Trading Awards
The 3 products developed with Google which have received the award are: “Flights Inline” for contextual performance, “Dynamic multi-layout” for audience awareness and the “Discovery Tile” for homepage branding. Built upon the DoubleClick for Publishers native framework, all formats seamlessly work cross-screen and platform, and were created with automation and scalability in mind.
The solutions have been designed with two key goals in mind: to deliver highly relevant messages to our users, and to provide world-class products to our partners. To deliver on this, we collaborated internally, as well as with external partners. Experimentation was also crucial to ensuring that each product delivered, and both internal and external A/B testing was conducted.
Winning The Drum Digital Trading award is a great indicator that we have achieved our two goals, with the judges commenting on the value that these solutions deliver, the ingenuity and the investment made in delivering a better experience for both our users and our advertisers.
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