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.

Adara CEO

CEO Layton Han of Adara

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.
Adara

RELATED: Action stations for travel data in 2015 — An analysis by the COO of Adara.

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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,...