RateGain has been busy shopping lately. In 2024, the company acquired Adara, a travel data cooperative that aggregates booking and intent data from airlines, hotels, and OTAs to power targeted programmatic advertising. Then, in 2025, it went bigger, buying Sojern for about $250 million, one of the travel industry’s largest digital advertising platforms.
At the time, the press releases promised the usual corporate comfort food: no changes, two brands, complementary platforms, etc. But anyone who has watched tech acquisitions before could read the writing on the wall.
Sure enough, RateGain is now folding Adara into Sojern, combining traveler intent data with the ad platform that turns that data into bookings. Strategically, it makes sense. If you own the data on who’s planning a trip and the engine that serves the ads, you control a pretty powerful piece of the travel marketing funnel.
Now comes the interesting part: watching how well RateGain digests the meal.
