Adara, maker of a business intelligence platform for the travel industry, has secured $23 million in Series C equity financing.
World Innovation Lab (WiL), a venture capital firm founded two years ago with about $360 million under management, led the funding.
Existing investors August Capital, Morgenthaler Ventures, ONSET Ventures, and QuestMark Partners also chipped in.
The Mountain View-based startup crunches loyalty, search, and booking data to improve customer advertising re-targeting.
CEO Layton Han has said that the company receives data directly from more than 90 global travel brands, such as Delta, United, Hyatt, IHG, and Marriott.
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CEO Layton Han of Adara[/caption]
Han has said his company tracks a half-billion travel bookings a year, and that it has more than 320 million "active traveler profiles" in its database.
A case in point: Using Adara, a hotel could target a Twitter user (or a Facebook user) who had recently purchased a hotel room with a message promoting a room upgrade.
For better results, the ad re-targeting can be improved with direct data on the traveler's status in the hotel's rewards program.
RELATED: Action stations for travel data in 2015 -- An analysis by the COO of Adara.