Delta Air Lines confirmed Monday it is building a media network for targeted ads and personalized in-flight entertainment. A spokesperson said the airline is “building new media capabilities as part of its continued investment in customer experience, digital innovation and growth,” according to Skift, which first reported the confirmation.
The news followed a LinkedIn post from Keri Paison, a former Deloitte Digital manager Delta hired to lead the new effort, Skift reported. The spokesperson added that the company is “currently hiring for several roles” and will share more “as plans evolve,” but the airline has not said what the finished network will actually look like.
The details behind Delta’s media network
The foundation already exists inside Delta Sync, the airline’s platform offering complimentary connectivity and personalized content on seatback screens and the Delta app, according to Skift. Chief Marketing Officer Ranjan Goswami reported at an investor conference in June that 400 aircraft already carry Delta Sync, Wi-Fi log-in rates hover around 50%, and passengers interact with seatback screens for approximately 2.5 hours per flight, per Skift.
Goswami said bringing outside advertisers and partners into that mix on top of the existing passenger data “becomes a really exciting flywheel,” according to the outlet. That data trove, built from millions of logged-in Wi-Fi sessions and screen interactions, is exactly what makes an airline-run ad network appealing to brands trying to reach travelers mid-flight.
What it means for fans of air travel
For passengers, a Delta media network likely means more personalized content recommendations on seatback screens and in the Delta app, built around the viewing and browsing habits the airline is already collecting through Delta Sync. It could also mean more advertising woven into the Wi-Fi and entertainment experience, since media networks are funded by selling ad space to brands rather than charging flyers directly.
They have not detailed pricing, ad formats or whether the free Wi-Fi and entertainment access flyers get through Delta Sync will change as the network builds out. Until the airline shares more specifics, the practical impact on the passenger experience remains an open question.
Context: Delta isn’t the first to try this
United Airlines already operates a similar system. Its Kinnective Media network launched in 2024 under the MileagePlus program, and TD Cowen estimated in 2025 it could generate as much as $350 million in revenue for United by 2028, per Skift. This move signals airlines view onboard screens and apps as untapped advertising platforms for reaching affluent travelers.
What’s next
The airline has not released a timeline for when the media network will launch or what advertising and entertainment features it will include first. The airline said only that it is actively hiring for the team and will provide more details “as plans evolve,” according to Skift.
Reporting from Reuters, Skift and The Points Guy contributed to this story.
