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Why did ad network Travora buy travel planning site Nile Guide earlier this year? Because it wants to be a travel content company. And that’s what Travora is launching now, a new site that CEO Nan-Kirsten Forte calls “the CNET of travel.”

Why CNET? Because in addition to original articles written by staff journalists, Travora wants to offer a sort of buyer’s guide to travel, with various widgets and doodads built into its site that help people look up local weather, get lists of apps relevant to a destination and convert currency and timezones without leaving the page.