Trivago’s decision to opt out of Google’s new property promotion ads was apparently a costly mistake.
Revenue was down 14% year-on-year to $137 million in the second quarter of 2023, following a decrease in website traffic, Trivago reported.
Meanwhile, revenue for Expedia, which did advertise with on the search engine’s new ad unit, reported a record second quarter with revenue up 6%.
A regretful data-led decision. Trivago did not to advertise with Google’s new ad product because it is part of Google hotel ads – which historically hasn’t performed well for the company, Skift reported. However, this soon became a decision the team would regret.
