• by Tyler Loechner  @mp_tyler, July 21, 2014

Intent Media, an ad server for travel companies, on Monday announced it has closed a $22.7 million round of funding led by Insight Venture Partners. Insight Venture Partners’ Bradley Twohig will join Intent Media’s board.

Existing investors Matrix Partners and Redpoint Ventures also participated in the Series C round.

Intent Media’s technology is used by travel publishers such as Orbitz, CheapTickets, Expedia, Hotwire, Travelocity, ebookers.com, lastminute.com, Hotel Club, Travelport and Hipmunk, per a release. Travel advertisers can use Intent Media to tap into online ad inventory offered by Intent’s publisher partners.

The company measures a consumer’s “real-time intent” based on browsing behavior. As a result, the ads it serves are determined in real-time based on each individual visitor.

A similar technology -- real-time consumer intent tracking -- is used by Yieldbot, which raised $18 million in a Series B round just last month.

"Real-time decisioning continues to be the differentiating factor in media,” said Jonathan Mendez, CEO of Yieldbot. “To date, most of the real-time decision focus in advertising has been in the pricing realm, but the next generation of technology will apply machine learning and real-time decisioning to visitor outcomes for the publisher and marketer.”

Intent Media is using the new funds to continue its global expansion; the company launched in Europe earlier this year and is opening an office in London. The company also has eyes on other verticals, including e-commerce.