Adara Media, a US-based audience analytics platform for brand marketers, has extended its round to $20m from a consortium including corporate venturing fund Thayer Ventures as a repeat investor.
Venture capital firm QuestMark Partners led the round, and was joined by peers August Capital, Morgenthaler Ventures, Onset Ventures and Baseline Ventures, as well as Thayer.
Last month, Adara said it had raised $12.4m to develop its TruPrecision Targeting Platform delivering media and ecommerce campaigns for travel and hospitality brands.
In April, Thayer Lodging Group, a value-added hotel investment company, and Quest Hospitality Ventures, a venture capital firm investing in hospitality technology companies and affiliated with lodging equipment supplier Quest Hospitality, agreed to form a new corporate venturing firm, Thayer Ventures.
Thayer Ventures is the successor of Quest Hospitality Ventures and focus on sponsoring investment funds to invest in emerging technology companies in the global hospitality industry.
Along with approximately 75 other limited partners from the hospitality industry, the principals of Thayer Lodging Group seeded Quest Hospitality Ventures’ inaugural venture capital fund in 2009, which has made eight investments, including Hipmunk, Hotelme.com, Nor1, Adara Media, Duetto Research, NewBrandAnalytics, ID90T and TourWrist.
In December, Thayer invested in TourWrist, which provides technology that enables the travel industry to shoot, publish and share 360-degree panoramic images via smartphones, tablets and computers for marketing purposes.