Delta Air Lines Follows United in Building an Ads Business

Delta Air Lines is planning to launch an advertising business, just a couple years after one of its closest rivals did the same. The Atlanta-based carrier has hired Keri Paison to lead its media network, Paison announced in a LinkedIn post. She was previously senior manager of strategy, growth, and transformation at Deloitte Digital. There, she led the development of retail media networks that generated more than $600 million in projected revenue for clients, according to her LinkedIn post. Before that, she worked for Digitas North America as associate director of strategy and analysis. "Looking forward to building what's next for advertisers, partners, and customers," Paison wrote. "Seatbelt fastened and ready for takeoff." By leading Delta's media network, "I get to do what I love most: bring together data, media, and technology to turn big ideas into something real that drives results," she separately wrote on her LinkedIn profile. “Delta is building new media capabilities as part of its continued investment in customer experience, digital innovation and growth," a Delta spokesperson told ADWEEK in a statement. "We're currently hiring for several roles and look forward to sharing more in the future as plans evolve.” The spokesperson declined to clarify which roles the airline is looking to fill. The move comes as new kinds of businesses outside of traditional retailers and ecommerce platforms turn to retail media as a low-cost way to expand their margins. During an investor call on Sept. 23, McDonald’s leadership revealed that it is rolling out McDonald’s Media Network, an ad business that will pitch its data to other brands. McDonald’s hopes to build a $1 billion business off of advertising revenue. The travel industry has been building a presence in retail media for several years. In 2024, United Airlines launched Kinective Media, which allowed marketers to reach travelers across United's mobile app and in-flight entertainment screens, as well as through personalized and real-time offers for members of its MileagePlus loyalty program. Expedia Group also launched a media network in 2024, building on its 20-year-old advertising business. A high-flying opportunity Delta's advertising business would tap into its large traveler base—over 200 million in 2025—as well as its fast-growing SkyMiles loyalty program. The company reported a 19% increase in loyalty and related revenue in the second quarter. The carrier is not new to commercial partnerships; it made $4.5 billion in sales from marketing agreements related to its loyalty program in the first six months of this year, and it has had a co-branded credit card with American Express for three decades. "SkyMiles membership growth is outpacing capacity, led by double-digit gains among Gen Z members," Delta chief commercial officer Joe Esposito said on the company's Q2 earnings call in July. "That engagement is translating into durable revenue, best illustrated by our industry-leading co-brand performance." Meanwhile, United launched its media network at Cannes in 2024 with a focus on premium brands such as in retail, luxury goods, financial services, automotive, media, and travel. Initial partners of Kinective Media included Norwegian Cruise Line, Macy's, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts, as well as agency groups like Dentsu. Last year, Kinective Media said it ran 130 campaigns for more than 100 brands—and has plans to expand its offerings. United doesn't break out the media network's revenue on its earnings statement. The network in 2025 started selling its ad technology to other airlines, with JetBlue as its first partner. "Unlike some commerce media platforms, United gives brands across a wide range of industries the ability to reach engaged customers throughout the entire marketing funnel—from brand consideration to conversion—in a way that's highly personalized and relevant, and we're already seeing impressive results," Richard Nunn, CEO of United's MileagePlus loyalty program, said in 2024. Nunn has pitched Kinective Media as a way to reach a broad audience of travelers who use United’s app, website, and airport lounges in more than 300 cities. "There has been a huge strategic shift within this high-growth sector in the past five years," Nunn said in 2024. "Advertisers and brands have come together to determine how best to connect with consumers in a way that's valuable, effective, and personalized."

Retail Media Networks

Delta Air Lines Follows United in Building an Ads Business

Delta has hired a former Deloitte and Digitas leader to run its media network

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Mitchell Parton

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