February 2013
Travora Media
Petsky Prunier advises Travora Media on its sale to AdVantage Networks
February 12, 2013 (New York, NY) – Petsky Prunier is pleased to announce it has advised Travora Media, Inc., a leading multiplatform travel and lifestyle media company, on its sale to AdVantage Networks, a digital advertising technology provider, whose parent company is soon to be renamed MediaShift, Inc. The sale is the second transaction Petsky Prunier has advised the company on this year. In January 2013, Petsky Prunier advised Travora on its sale of 10Best.com, a provider of online travel guide for top destinations around the world, to USA TODAY, owned by Gannett Co. (NYSE: GCI).
Headquartered in New York City, Travora represents the next generation of travel and lifestyle content. Travora is the second largest travel information network with hundreds of travel publishers delivering desktop and mobile solutions that attract 30 million unique visitors while generating 1.3 billion monthly mobile page views. Travora offers exclusive publisher solutions across all stages of the travel lifecycle and represents leading travel brands, including Fodor’s, Viator, and Vayama. Travora delivers turnkey revenue solutions for travel publishers and total access to a travel and lifestyle audience across local, social, and mobile platforms for brands. Travora was previously a portfolio company of StarVest Partners, Rho Capital Partners, and Village Ventures.
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. MediaShift will also leverage AdVantage Networks’ ad technology to enhance Travora’s offerings with more robust tech-based solutions for advertisers and publishers, including enhancing data profiles to allow for deeper audience segmentation and richer data insights. With more than 30 million unique visitors per month, Travora and AdVantage Networks will offer advertisers one of the largest audience platforms targeting on-the-go consumers.
A team from Petsky Prunier, led by Seth Rosenfield and Michael Petsky, served as exclusive financial advisor to Travora Media, Inc.
