Holiday price comparison site icelolly.com has launched a new media solutions arm that will allow advertisers to target its users.
The Leeds-based deals website says the new service will be made available to all of its 30-plus advertisers following a successful beta testing period in the first quarter of 2018.
The move follows a ‘reboot’ of icelolly.com’s holiday price comparison marketplace in January this year and will capitalise on data derived from its 40 million search queries each year.
Icelolly.com said its new ‘audience powered’ media solutions arm offers advertisers an opportunity to reach and re-target audiences.
Those audiences have shown a clear intent to research and book holidays across a range of programmatic media solutions including display, native ad formats, social media and email, the firm said.
It added it captures first party browsing data and nothing that can be used to personally identify users.
This is used to create anonymised audience segments by holiday destination, UK departure airport, party size, budget and up to 200 data points per user’s visit to build targeted user segments.
Richard Singer, icelolly.com chief executive, said: “Since the launch of our new holiday comparison platform in January, we have seen a significant appetite from advertisers to extend their partnership with icelolly.com to access all of our audiences across our media portfolio.
“These advertisers are not exclusive to holidays, but also cruise, airlines and tourism boards. In light of this we have established a new media solutions arm and put in place an experienced team, to deliver successful and innovative campaigns”.