MediaShift Ad Network Drops Name of Troubled Travora Brand

MediaShift has killed the name of its subsidiary Travora, folding the once high-flying ad network into the parent company.

“This move is a natural progression for MediaShift to bring Travora Networks within one corporate structure in order to drive higher performance and create long-term value for our advertising, publishing and WiFi partners,” said a statement from David Grant, chief executive officer of MediaShift.

This is the end of a long, troubled road for Travora. Previously operating under the name Travel Ad Network, it adopted the name Travora in an attempt to both build a larger media business and end a lawsuit from Travel Spike, which had a trademark on “travel ad network.” The 10-year-old company raised some $33 million in funding from the likes of Rho Capital Partners and Village Ventures and used it to acquire a handful of travel media brands that it then attempted to turn into a destination for consumers.

JMG Exploration, which later changed its name to MediaShift, purchased Travora for $4.4 million in February.

More About Travora:

• Travora sold its travel ad network for $4.4 million
• Travora Media sells remaining assets: Ad network to live, content biz to close
• As Travora shuts down, USA Today acquires some content pieces
• Travora trims staff, phases out NileGuide and TravelMuse, and readies app launch

In related news, MediaShift is the official WiFi sponsor at the 2013 PhoCusWright Conference. According to Skift News Editor Dennis Schaal, WiFi is currently down.