OIBDA decreased $1 million and $5 million during the three and nine months ended September 30, 2023, respectively, when compared to the same periods in the prior year, while Adjusted OIBDA margin decreased by 1% and 4% during the three and nine months ended September 30, 2023, respectively, when compared to the same periods in 2022. For the three months ended September 30, 2023, the increase in the Tripadvisor Core segment revenue of $6 million, as noted above, was more than offset by increases in direct revenue generation costs related to data center and other direct revenue related costs, as well as personnel and overhead costs to support business growth, while paid online traffic acquisition costs decreased slightly, as Tripadvisor maintained consistent return on advertising spend targets.
For the nine months ended September 30, 2023, the increase in the Tripadvisor Core segment revenue of $64 million, as noted above, is more than offset by increases in personnel and overhead costs to support business growth, direct selling and marketing expenses related to paid online traffic acquisition costs, direct revenue generation costs related to data center and other direct revenue related costs, and software licensing costs.
Viator Adjusted OIBDA increased $5 million during the three months ended September 30, 2023, when compared to the corresponding period in 2022, primarily due to an increase in revenue as noted above, largely offset by an increase in selling and marketing expenses related to SEM, other online paid traffic acquisition costs, and other marketing costs, including incremental brand spend, in response to strong consumer demand for experiences and increased investment to grow market share, acquire new customers, and drive brand awareness, and, to a lesser extent, an increase in revenue generation costs resulting from credit card payments and other revenue-related transaction costs in direct correlation with the increase in revenue. In addition, personnel and overhead costs increased to support business growth related to strong consumer demand, negatively impacting Adjusted OIBDA growth within this segment.
Viator Adjusted OIBDA loss increased by $7 million during the nine months ended September 30, 2023, when compared to the same period in 2022, primarily due to an increase in selling and marketing expenses related to SEM, other online paid traffic acquisition costs, and other marketing costs, including brand spend, in response to strong consumer demand for experiences and increased investment to grow market share, acquire new customers, and drive brand awareness, and, to a lesser extent, an increase in revenue generation costs resulting from credit card payments and other revenue-related transaction costs in direct correlation with an increase in revenue. In addition, increases in personnel and overhead costs to support business growth related to strong consumer demand contributed to Adjusted OIBDA losses in this segment. This was all largely offset by an increase in revenue as noted above.
TheFork Adjusted OIBDA loss decreased $8 million during the three months ended September 30, 2023, when compared to the corresponding period in the prior year, while Adjusted OIBDA margin improved by 24% during the three months ended September 30, 2023, when compared to the same period in the prior year, primarily due to an increase in revenue as noted above, a decrease in selling and marketing expenses related to other online paid traffic acquisition costs, which was slightly offset by an increase in personnel and overhead costs to support business growth related to the travel demand recovery that began during 2022.
TheFork Adjusted OIBDA loss decreased $10 million during the nine months ended September 30, 2023, when compared to the same period in 2022, while Adjusted OIBDA margin improved by 14% during the nine months ended September 30, 2023, when compared to the same period in the prior year, primarily due to an increase in revenue as noted above, a decrease in selling and marketing expenses related to SEM and other online paid traffic acquisition costs, which were partially offset by non-income tax related government assistance benefits related to COVID-19 relief received during the second quarter of 2022 of $11 million, which did not reoccur in 2023, and an increase in personnel and overhead costs to support business growth related to the travel demand recovery that began during 2022.
Corporate Adjusted OIBDA includes TripCo level selling, general and administrative expenses. Corporate Adjusted OIBDA loss remained relatively flat for the three and nine months ended September 30, 2023, when compared to the same periods in the prior year.
Impairment of goodwill and intangible assets. TripCo recorded goodwill impairments of $820 million and trademark impairments of $205 million during the nine months ended September 30, 2023, related to the Tripadvisor Core reporting unit. See note 5 to the accompanying condensed consolidated financial statements for additional information.