JMG Exploration, Inc., soon to be renamed MediaShift, Inc., has completed its second acquisition in the digital advertising space by acquiring Travora Media, a leading travel ad network. MediaShift will be leveraging the ad technology of AdVantage Networks, a wholly-owned subsidiary, to enhance Travora’s offerings with more robust tech-based solutions for advertisers and publishers. An initial focus will be on enhancing data profiles to allow for deeper audience segmentation and richer data insights. With over 30 million unique visitors per month, Travora and AdVantage Networks will offer advertisers one of the largest audience platforms targeting on-the-go consumers.

 

AdVantage Networks enables operators of private Internet networks to monetize their audiences through one of the fastest growing distributed ad technology platforms in the world. AdVantage Networks expects to deploy its technology through hotels and airports across North America and other key global destinations in 2013. 

 

The acquisition of Travora is expected to accelerate MediaShift’s growth strategy by adding an established publishing network, advertiser and agency relationships, and an experienced ad sales and ad operations team. Travora represents over 300 established travel brands across desktop, tablet, and mobile platforms, including Fodor’s, Viator, and Vayama. Travora achieved revenues of approximately $13.0 million in 2011.

 

Advertisers, publishers, and Internet network providers benefit from MediaShift’s technologies and relationships through AdVantage Networks and Travora. The company expects significant benefits to include:

 

Advertisers:

IAB “viewable” impression standard available across network

Access to travelers across all points in the travel lifecycle – from trip planning and booking, to the airport, in-room, and on-the-go

Highly segmented rich data profiles for unprecedented audience segmentation to better identify intent

Drive performance across mobile, tablets, and desktop environments

Data insights into publisher performance

 

Publishers:

Focused publisher monetization through dedicated teams and differentiated technology

New opportunities to distribute content to a scaled travel audience

Sharing of audience insights based on user interests

Internet Network Providers:

Monetize private Internet network whether Wi-Fi or wired

Innovative products such as web and mobile landing pages for premium ad inventory

Behavioral insights from rich-data profiles