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Sojern, which offers a data-oriented advertising platform for travel clients, raised $10 million in a Series C funding round led by Triangle Peak Partners, and with participation from existing investors Norwest Venture Partners, Trident Capital, Focus Ventures and Industry Ventures.

With $45.7 million in total funding to date, San Francisco-based Sojern intends to use the new monies to improve its Sojern Traveler Platform and to hire commercial, engineering and data science employees.