Travel specialist programmatic marketing firm Sojern has bought a leading Facebook partner to help its clients better capitalise on the world’s biggest social network.
Facebook and Instagram marketing partner Adphorus, creates custom advertising campaigns for travel brands.
Sojern chief executive Mark Rabe said interest in Facebook marketing has grown dramatically as the travel sector continues expanding and marketers look for efficient ways to attract new customers.
Rabe said: “Our clients know that Facebook attracts two billion users a month, with the average user spending nearly an hour every day.
“The only question for travel marketers has been how to capitalise on that scale to drive bookings.
“As we researched the market we came to the conclusion that only one company had cracked that code: Adphorus.
“Through years of refining experimentation methods and travel-specific best practices, they’ve helped some of the biggest brands in travel maximize revenues from Facebook’s breadth of advertising products.”
Adphorus chief executive Volkan Cagsal, added: “We’ve been partnering with Sojern for about a year now to provide expertise to brands who recognize the massive opportunity to win customers on Facebook and want a skilled partner to help them unlock it at scale.
“Sojern’s long-term vision aligns directly with our own — to develop the most scientific approach to achieving the best performance and results in the world for travel marketers. Joining forces with Sojern means we can achieve our goal that much faster.”
Recognized as a Facebook certified partner since 2014, Adphorus employs 50 people in Istanbul and Berlin and serves top travel brands including Expedia, Trivago and Kayak.
It will continue to operate as a standalone company post-acquisition. Terms of the deal were not disclosed, but Sojern has reported previously that it is profitable, has driven $10 billion in global bookings, and serves over 4,000 clients in 50 countries.
The company offers products and services in the global travel advertising space as well as in commission-based distribution markets.