Travel Ad Network has made a small acquisition, as it moves from primarily serving as an ad network for third-party sites to also operating its own properties. The company, which raised $15 million in a funding round last month, has bought up TravelMuse, a site that lets lets visitors research vacation destinations, make schedules for their trips, and create free customized guides they can print out.
Travel Ad Network’s ad network currently encompasses more than 300 “reputable” travel sites, including Lonely Planet, Let’s Go, and Hawaii.com, which reach more than 20 million unique visitors in the U.S. each month. TravelMuse gets under 100,000 visitors a month, according to various third-party metrics.
In its announcement, Travel Ad Network says it is transforming itself from “a vertical ad network into an integrated digital media company” and will add TravelMuse’s tools to some of the other sites it sells ads for. As for whether the company is looking to buy more sites, CEO Brian Silver tells us Travel Ad Network is “always looking for good sites that add the right attributes to our ever growing audience.” If it’s serious about that goal, it has a big selection of additional, smaller-scale online travel destinations it can choose from.
TravelMuse had raised $5.5 million, including $2 million from existing backer Azure Capital in June 2009. Travel Ad Network’s backers include StarVest Partners, Rho Venture and Village Ventures. It has raised $31 million.