AdVantage Networks represents inventory served through Internet access points operated mostly by hotels and airports. The young company (created in 2010 but not launched until Q4 2012) serves interstitials and other ads seen by Internet users as they access public Internet networks.
Travora brings 20 staffers, while AdVantage has 21 and an offshore workforce of unconfirmed size.
Brendon Kensel is president of AdVantage, and going forward will hold the same title at MediaShift. He tells AdExchanger, "We were looking to build a very robust ad sales team. Travora makes a huge amount of sense to acquire and combine, because they have a very experienced ad sales team and ad operations team."
So is MediaShift buying Travora strictly for its ad sales and ops chops? Not according to Kensel. He says Travora will continue to deliver value as standalone business, including through its publisher network, accounting team, and so on. There are no plan to break either company down into component parts or dissolve either brand.
That said, he says AdVantage will significantly deepen Travora's technical capabilities. "We can build rich data profiles that allow for much better segmenting and targeting of consumers."
For instance, AdVantage brings more robust audience segmentation capabilities that will be used to enrich Travora audience targeting. But these data enhancements will be gravy on the main course of MediaShift's model – which is vertical seller aggregation.
"Providing high quality inventory to an on-the-go consumer through a distributed base is something pretty unique in the industry," he said.
And in case you're wondering who the #1 travel ad network is, the answer is TripAdvisor, according to comScore.