With 2Mn visitors per month, MMT is a leading OTA with heavy advertising spends on display. Their campaigns were bringing users to the website which were doing price comparison but not completing the transaction. This was resulting in high bounce rates & incomplete transaction which was affecting the revenue targets from display channel. The main reason behind this was that there was literal control that MMT had from the traffic that was coming from various display channel networks like Taboola, GDN and other referral websites. While there is only so much that can be done to control quality of first time traffic from these sources, our focus was to improve the convertibility of the high intent traffic on the website