The data that suppliers house is proprietary and frequently kept from open exchanges, etc., so vertical-specific media companies are typically sparse and specialized. This is why online retargeters such as Sociomantic have teamed up with companies like Revenue Management Systems and Tesco to expand online ad targeting with CRM and loyalty program intelligence.
Adara, for its part, has expanded into social ad targeting through a beta Tailored Audiences partnership with Twitter.
“There continues to be a lot of interest with Twitter and the real-time messaging associated with it,” Han said. “We’ve seen a lot of interest there with travel advertisers who want to target on Twitter.”
Adara services numerous travel and tourism companies including Delta, Marriott and United by piping in CRM, loyalty and frequent flyer data in addition to meta-search, online travel agency and offline travel booking transaction data. Adara allows buyers and sellers to access non-personally identifiable first-party data, said Han, via its Audience Platform product.
The company claims access to a travel-attuned audience of 250 million unique monthly users, about half of which is US-based. For the sake of comparison, travel site Expedia.com's media services division offers access to an active audience of 70 million monthly unique users.
Adara is increasingly seeing interest from other verticals too. Financial services is a growth area since the vertical tends to have strong relationships with travel and tourism companies (such as American Express and Delta). Han added retail, automotive and B2B advertisers are also showing interest in Adara.