# United Airlines Reorganizes Ads to Focus on Tech

> United Airlines restructures ad business to prioritize Starlink and tech investments.
- Title: United Airlines Reorganizes Ads to Focus on Tech · Adweek
- Summary: United Airlines restructures ad business to prioritize Starlink and tech investments. United Airlines reorganizes its advertising business to focus on…
- Keywords: united airlines, kinective media, starlink, mileageplus, united chief commercial officer, advertising business, tech investments, United, Airlines, Reorganizes, Ads, Focus
- Source: Adweek — https://adweek.com/commerce/united-reorganizes-advertising-business-to-prioritize-starlink-and-other-tech-investments
- Author: Mitchell Parton
- Published: 2026-10-12T20:04:53+00:00
- Read time: 1 min
- Topics: united airlines, kinective media, starlink, mileageplus, united chief commercial officer, advertising business, tech investments
## United reorganizes ad business
United Airlines is reorganizing its two-year-old advertising business to focus on technology investments.
## Combines media and loyalty teams
United combines Kinective Media's media sales team with MileagePlus loyalty program partnerships.
## Paid media moves to loyalty group
United's paid media team will move into MileagePlus' marketing group to reach customers closer to loyalty relationships.
## Starlink and tech investments
United needs seat-back screens and Starlink Wi-Fi on aircraft to scale its ad business effectively.
## Current ad performance
Kinective Media has run 130 campaigns for over 100 brands and sold ad tech to other airlines like JetBlue.
## Leadership changes
Kinective Media has seen leadership changes including departures of key executives this year.
## Future tech focus
United plans to run Starlink on all aircraft by 2027 to create personalized customer experiences.
## Key takeaway

United Airlines reorganizes its advertising business to focus on Starlink and other tech investments.