implemented to provide more qualified referrals to its partners, leading to a decrease in click volumes. This decrease in click volumes was partially offset by continued strength in hotel meta monetization in the U.S. and ROW, as cost-per-click rates remained robust when compared to the same period in 2023.
Media and advertising revenue consists of revenue from display-based advertising (or “media advertising”) across Tripadvisor’s platform and increased by $3 million during the three months ended March 31, 2024 when compared to the same period in 2023, primarily driven by an increase in marketing spend from Tripadvisor’s advertisers in correlation with increased consumer demand.
Tripadvisor experiences and dining revenue includes intercompany (intersegment) revenue and external revenue generated from Tripadvisor’s restaurant service offerings. The intercompany revenue consists of affiliate marketing commissions earned primarily from experience bookings and, to a lesser extent, restaurant reservation bookings, on Tripadvisor-branded websites and mobile apps fulfilled by Viator and TheFork, respectively, and is eliminated on a consolidated basis. Tripadvisor experiences and dining revenue increased $3 million during the three months ended March 31, 2024, when compared to the same period in 2023, driven by strong consumer demand for Tripadvisor’s experiences, combined with enhancements to Tripadvisor’s websites and mobile apps, partially offset by a decline in dining revenue as Tripadvisor moves from a sales-led model to a self-service model.
Other revenue includes alternative accommodation rentals revenue, in addition to click-based advertising and display-based advertising revenue from cruise, flights and rental cars offerings on Tripadvisor websites and mobile apps. Other revenue decreased $1 million during the three months ended March 31, 2024, compared to the same period in 2023 primarily due to a decline in alternative accommodation rentals revenue, partially offset by an increase in cruise revenue.
Viator revenue increased $26 million during the three months ended March 31, 2024, when compared to the same period in 2023, driven by strong consumer demand for experiences across all geographies, including growth in both bookings and pricing of experiences, as well as, enhancements to its websites and mobile apps. In addition, and to a lesser extent, Viator benefitted from incremental demand due to the timing of the Easter holiday, which fell during the first quarter in 2024, while occurring in the second quarter in 2023. Viator is also benefiting from a larger macro trend, as the large global market in which it operates continues to grow and migrate online from traditional offline sources.
TheFork segment revenue increased $6 million during the three months ended March 31, 2024, when compared to the same period in 2023, driven by increased consumer demand for dining in Europe, including increased bookings and pricing.
Operating expense. Operating expense increased $12 million for the three months ended March 31, 2024, when compared to the same period in 2023, due to a $6 million increase in technology and content costs primarily driven by increased personnel and overhead costs resulting from additional headcount to support business growth within the Brand Tripadvisor and Viator segments. Operating expenses also increased as a result of a $6 million increase in cost of revenue, primarily due to increased direct costs from credit card payment processing fees and other revenue-related transaction costs in the Viator segment in direct correlation with an increase in revenue, as Viator serves as the merchant of record for the significant majority of its experience booking transactions, as well as increased direct revenue generation costs related to data center costs and media production costs in the Brand Tripadvisor segment.
Selling, general and administrative. Selling, general and administrative expense increased $7 million for the three months ended March 31, 2024, when compared to the same period in the prior year, primarily due to a $10 million accrual for a potential regulatory related matter during the first quarter of 2024.
Operating Income (Loss). Operating loss increased $1 million during the three months ended March 31, 2024, when compared to the same period in the prior year, impacted by the above explanations.
Adjusted OIBDA. To provide investors with additional information regarding our financial results, we also disclose Adjusted OIBDA, which is a non-GAAP financial measure. We define Adjusted OIBDA as Operating income (loss) plus depreciation and amortization, stock-based compensation, separately reported litigation settlements, restructuring, acquisition and other related costs and impairment charges. Our chief operating decision maker and management team use this measure of performance in conjunction with other measures to evaluate our business and make decisions about our