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Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy

November 14, 2019 / Sean O'Neill, Skift

Trivago’s incoming CEO Axel Hefer is wasting no time in putting his imprint on the company, outlining changes to relationships with advertisers. It was announced last month that chief financial officer Hefer would replace co-founder and CEO Rolf Schrömgens starting in 2020. At an investor conference Thursday, Hefer revealed a strategy for the lodging price-comparison search company that detailed changes to Trivago’s auctions for advertisers.“The key learning of 2019 is really our shift to a much more collaborative approach with our large advertisers,” said Hefer during a question-and-answer session with analysts at a Morgan Stanley investor conference. “We’re going from a rule-based to a more collaborative approach.” Expedia Group-backed Trivago said earlier this month it had replaced a so-called “relevancy assessment” it introduced in 2016 that had upset Booking Holdings so much that it reduced its ad spending with the company...