Skift Take

To a small group of travel industry professionals the name Travora was exciting for a few months. For everyone else, this name change means little.

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:

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.

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