While the US giant, owner of Booking.com, posted a 26% rise in revenue for the quarter to $2.1 billion and a 34% increase in booking turnover to $13.5 billion, analysts noted Priceline’s advertising spending grew 40% in the quarter to $700 million - totalling one third of revenues - and offline ad spending doubled year on year. When it’s all done online, it’s a game for the robots, calibrating programmatic ad spending to stay in the sweet spot of profits and growth. But here’s where it gets complicated: what do you do when rivals like Expedia and TripAdvisor boost their own spending on the same type of digital ads, pushing up the price of attracting all those visitors to your sites? The contest for consumers’ attention is expected to keep pushing down returns on Priceline’s Web marketing efforts in the coming months, Chief Financial Officer Daniel Finnegan said. Expedia Chief Executive Dara Khosrowshahi last month said the cost of reaching online consumers was generally increasing, forcing the company to target other channels, like social media, to profitably deliver new business. With OTAs paying progressively more marketing dollars for booking leads generated by companies such as Google and TripAdvisor, Priceline's acquisition of OpenTable might ultimately represent a cheaper way to generate click-throughs to its core business. Get the full story at The Wall Street Journal Read also "Priceline bookings top forecast" and "OTAs will need to further diversify their business models"