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Partnership enables personalized advertising experiences across SAS digital platforms using first-party traveler data
Scandinavian Airlines (SAS) has partnered with Kevel to launch a new digital commerce media network aimed at delivering more personalized advertising experiences across its digital channels.
The collaboration will allow SAS to integrate targeted advertising placements throughout its mobile applications and desktop platforms, creating new opportunities for brands to engage travelers during different stages of their journey.
By leveraging Kevel’s retail media technology, SAS plans to utilize its first-party customer data to provide more relevant offers, recommendations, and sponsored content while maintaining control over user experience and data management.
The new platform is powered by several components of Kevel’s Retail Media Cloud, including an ad-serving infrastructure, AI-driven audience segmentation capabilities, and campaign management tools that support advertisers and brand partners through a self-service interface.
According to the companies, the media network will support a variety of advertising formats, including sponsored placements, native advertising, and integrated brand experiences tailored to traveler interests and behaviors.
SAS believes its extensive customer relationships and travel insights can help brands connect with highly engaged audiences. The airline intends to create opportunities for partners such as hotels, tourism organizations, car rental providers, and lifestyle brands to reach travelers with relevant offers throughout the planning, booking, and travel process.
The initiative is designed to enhance the customer experience by presenting personalized recommendations at key moments in the travel journey, while also creating new revenue opportunities for the airline.
Kevel CEO James Avery said the partnership reflects growing demand for personalized digital experiences and highlighted the value of activating first-party data to deliver relevant content to both travelers and advertisers.
Michaela Hermans, Vice President of eCommerce at Scandinavian Airlines, noted that the platform will help the airline strengthen relationships with partners while providing customers with more useful and timely offers during their travel experience.
The launch reflects a broader trend across the travel industry, where airlines and travel brands are increasingly investing in retail media and digital advertising networks to create new revenue streams and enhance customer engagement through data-driven personalization.
