ADARA

What ADARA does

ADARA operates a travel-intent data and audience-activation platform serving global travel brands, destination marketing organizations (DMOs), agencies, and adjacent verticals including real estate and financial services. The company's core asset is a high-fidelity identity graph linking 1.7 billion+ digital identities to 24 billion+ data elements aggregated from 270+ data partners and 300+ top global brands across 100+ countries, with direct (deterministic) booking signals from airlines, hotels, online travel agencies, car rentals, live events, and credit card expenditures. The Cortex platform exposes AI-driven audience creation, campaign measurement (IMPACT/IMPACT Plus), predictive revenue scoring (AI Audiences V3.0), and a privacy-first data-sharing layer (Privacy Token, Adara Privacy SDK) that enables consortiums and data clean rooms without client data leaving their firewall.

The product surface spans audience activation (Cortex Catalog, CRM & Loyalty), analytics (Tourism Dashboard, Traveler Trends Tracker, On-Demand Insights, Customer Intelligence Center), measurement (IMPACT, Destination Expenditure Reports), and vertical extensions (Homebuyer Data Consortium, Connected TV). Adara distributes through pre-built integrations with Google, Meta, Adobe, Salesforce, The Trade Desk, LiveRamp, SambaTV, and others, plus strategic data partnerships (Zeta Global Traveler Data Cloud, Commerce Signals, Crimtan). Go-to-market is enterprise field sales targeting Global 2000 companies and government tourism boards, supported by agency channel partnerships; pricing is quote-based annual subscription with data-monetization components for activation and attribution. The company was acquired by RateGain Travel Technologies Limited in 2023 and subsequently integrated with Sojern to form the world's largest travel-intent data platform, while a February 2026 partnership with Comcast Advertising extended deterministic attribution into CTV/streaming. ADARA maintains 13 offices globally and is headquartered in Palo Alto, California, with EU operations controlled from Dublin.

Name

ADARA

Legal name

Adara, Inc.

Website

https://adara.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Travel Data and Analytics Platform

NAICS

Information (51)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising Agencies (7311)

akta.pro primary industry

Customer Data Platforms (CDP) & Identity Resolution for Travel (THALAKAE)

akta.pro secondary industries

Market Sizing, Competitive Benchmarking & Performance Analytics (THALAIAE), Traveler Profile, Identity & Preference Management (THALAMAI)

Keywords

• Travel intent data
• Identity resolution platform
• Audience analytics
• Campaign measurement
• Destination marketing

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Data & Analytics Services: Provides travel intent data, consumer intelligence, and predictive analytics to travel brands, destinations, and agencies. B2B SaaS model providing data products and insights.
2. Audience Activation & Advertising: Enables advertisers to reach and understand internet users through ad exchanges, providing targeting and measurement services for online advertising campaigns.
3. Measurement & Attribution: Provides deterministic-based attribution and measurement solutions connecting TV/streaming ad exposure to travel bookings, delivering campaign insights and ROAS measurement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

ADARA provides a travel intent data and analytics platform that combines deterministic identity resolution with AI-powered predictive intelligence. The company connects digital ad exposure to actual travel booking outcomes for travel brands, destinations, agencies, and data partners, enabling campaign measurement, audience targeting, and media optimization. Core capabilities span audience segmentation, attribution, destination analytics, and privacy-preserving data collaboration through the Cortex platform and Privacy Token technology.

Product overview

ADARA is a travel intent marketing platform and data exchange platform providing ethically sourced customer data to travel brands, entertainment companies, real estate firms, agencies, and destinations. The platform operates on a core Cortex platform architecture with multiple integrated modules for audience activation, analytics, and measurement. Key products include the Identity Graph (1.7B+ digital identities), AI Audiences (revenue-predictive audience scoring), IMPACT/IMPACT Plus (campaign measurement), Tourism Dashboard/Traveler Trends Tracker (real-time travel trends), and Privacy Token (decentralized data sharing). The platform serves customers through 270+ global data partners who supply aggregated real-time traveler data across flights, hotels, car rentals, live events, and credit card expenditures. ADARA was acquired by RateGain in 2023 and integrated with Sojern in 2026, creating the world's largest source of travel intent data.

Differentiator

Problem solved

Functional benefit

Products and services

• Cortex Platform AI-powered data and analytics platform that serves as the foundation for ADARA's travel intent intelligence offerings, combining identity resolution with predictive analytics for travel brands, destinations, and agencies.
• AI Audiences Predictive audience ranking model that uses AI to score and rank travel intent audiences for activation across advertising platforms, helping travel marketers prioritize high-intent travelers.
• IMPACT Campaign attribution and measurement solution that connects ad exposure to actual travel booking outcomes through deterministic matching, providing verified ROI measurement for travel marketing campaigns.
• Privacy Token Decentralized privacy-preserving data sharing technology that enables brands and partners to collaborate on data while protecting consumer privacy in line with global regulations.
• Identity Graph Proprietary deterministic identity graph with 1.7B+ digital profiles that connects devices, identifiers, and travel intent signals to power activation and measurement across the ad ecosystem.
• Tourism Dashboard Destination analytics dashboard that provides DMOs and tourism boards with insights into visitor trends, traveler segments, and market dynamics, including the Traveler Trends Tracker.

Quantifiable outcome

• 13x Return on Ad Spend (ROAS) for Space Coast tourism campaign
• +6 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability8 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and major.

• Comcast AdvertisingcoreStrategic or Co-development Partner · 12 February 2026Partnership to launch deterministic-based attribution and measurement solutions connecting Comcast premium video viewing data with Adara first-party travel booking data. Enables advertisers to measure whether audiences exposed to ads actually booked trips. Solution addresses TV advertising measurement challenges caused by screen fragmentation. Case study showed 13x ROAS for Space Coast tourism.
• SojerncoreStrategic or Co-development Partner · 1 January 2023Sojern acquisition integrated with Adara to position RateGain as world's largest source of travel intent data. Sojern integration delivered ahead of schedule.
• Zeta GlobalcoreStrategic or Co-development Partner · 15 September 2021Multi-year data partnership creating Traveler Data Cloud combining Zeta Identity Graph (225M+ Americans) with Adara's 1st party travel data from 300+ global brands. Enables precision marketing capabilities for travel and hospitality brands.
• Commerce SignalsmajorStrategic or Co-development Partner · 15 June 2021Partnership providing omnichannel payment card data for destination marketers. Combines credit/debit card spending outcomes with Adara tourism solutions, covering 40%+ of US card spending. Enables granular visitor spending insights.
• Love CommunicationsmajorImplementation/ SI/ Consulting Partner · 24 March 2021Love Communications launching Destination Data Consortium using Adara's Privacy Token for cookieless technology. Enables privacy-safe data collection and clean room analytics for a major destination client.
• CrimtanmajorGTM or Marketing Partner · 3 December 2020Partnership combining Adara's 1.3B+ consented global digital identities with Crimtan's lifecycle marketing capabilities for programmatic advertising. Powers multiple creative variations for improved campaign performance.
• Department of Culture and Tourism – Abu DhabimajorGTM or Marketing Partner · 1 December 2019First-ever Connected TV campaign in USA targeting high-intent travelers. Generated USD 2.75M in hotel bookings with 270%+ YOY uplift. First tourism board in Middle East to use Adara's CTV offering.
• RateGaincoreOthersRateGain Travel Technologies acquired Adara and integrated it with Sojern to create world's largest travel intent data platform.
• Spark Foundry (Publicis Groupe)majorGTM or Marketing PartnerMedia agency partner for DCT Abu Dhabi's CTV campaign. Strategic partnership for state-of-the-art media campaigns targeting high-propensity travel audiences.
• GooglecoreTechnology or IntegrationPre-integration of Adara Cortex with Google for display, search, and Google Ads. State-of-the-art module exposes AI-assist for Google's Bid Modifier functions.
• Facebook/MetacoreTechnology or IntegrationPre-integrated platform enabling activation of Adara audience data through Meta advertising platforms.
• AdobecoreTechnology or IntegrationPre-integrated platform for enterprise customers using Adobe marketing cloud solutions.
• SalesforcecoreTechnology or IntegrationPre-integrated platform for CRM activation and customer data platform integration.
• The Trade DeskcoreTechnology or IntegrationPre-integrated demand-side platform for programmatic advertising activation.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• LiveRamp: Leading identity resolution and data collaboration platform used by Adara as a data processing partner. Operates more broadly across all verticals rather than specializing in travel.
• The Trade Desk: Leading independent demand-side platform for programmatic advertising. Adara is pre-integrated with The Trade Desk; overlaps in activation of travel audiences but does not specialize in travel intent data.
• Acxiom: Large identity, data, and audience solutions provider serving multiple verticals. Comparable in offering identity resolution and audience activation at scale, but not travel-specialized like Adara.
• Zeta Global: Data-driven marketing platform with a 225M+ US identity graph. Strategic partner to Adara via the Traveler Data Cloud, but operates across multiple verticals (financial services, telecom, retail).
• Experian Marketing Services: Major data, identity, and audience provider with cross-vertical reach and significant financial services data assets. Comparable as a data partner and audience activation competitor, though not travel-focused.

Others

• Destinations International: Trade association for destination marketing organizations. Not a direct commercial peer but an ecosystem participant whose members represent Adara's DMO customer segment and shape DMO buying behavior.

Emerging players

• Stirista: Data and audience activation company with a focus on identity resolution and B2C marketing. Adjacent in capabilities to Adara's Cortex platform but smaller scale and less travel-vertical specialization.
• Tempest (Miles Partnership): Destination marketing organization focused on tourism marketing strategy, with growing capabilities in travel data and analytics. Overlaps with Adara's destination/DMO segment on a smaller scale.

Direct peers

• Sojern: Direct competitor in travel intent marketing and programmatic travel advertising. Now a sister company to Adara under RateGain following the 2023 acquisition and 2026 integration, creating the world's largest travel intent data platform.
• Arrivalist: Location-data-driven travel intent and measurement platform for destinations and travel marketers. Competes directly with Adara's IMPACT and tourism solutions on deterministic travel attribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adaraglobal
• Facebookfacebook.com/AdaraGlobal
• LinkedInlinkedin.com/company/adaraglobal

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds6 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ADARA