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# United restructures Kinective Media to focus on Starlink, seat-back tech
- URL: https://www.medianexis.com/united-restructures-kinective-media-to-focus-on-starlink-seat-back-tech/
- Published: 2026-10-13T16:29:59.000Z
- Updated: 2026-10-16T13:49:40.000Z
- Description: Adweek’s Mitchell Parton reports that United Airlines has reorganized its two-year-old retail media network, Kinective Media, to prioritize its technology investments, including seat-back screens and Starlink internet access.
- Author: The Signals Desk
- Tags: Retail-media, Mitchell Parton, United reorganizes ad business for Starlink

**Why it matters.** Advertisers working with Kinective now negotiate through a combined media-and-loyalty sales team rather than a standalone ad unit.

*Signal from* [*adweek.com*](https://adweek.com/?ref=medianexis.com) *·* [*Mitchell Parton*](https://www.medianexis.com/tag/by-mitchell-parton/) *·* [*read the original*](https://www.adweek.com/commerce/united-reorganizes-advertising-business-to-prioritize-starlink-and-other-tech-investments/?ref=medianexis.com)*.*