Intent Media, a privately held company that provides advertising tools for online travel agencies such as Expedia, is buying software startup Voyat in a bid to take travel ad dollars from search giants such as Alphabet Inc‘s Google, the companies said on Tuesday.

Intent Media, whose investors include New York-based private and growth equity firm Insight Ventures, is paying an undisclosed sum for Voyat. Founded by chief executive Benjamin Habbel, a former chief of staff for Yahoo‘s CEO Marissa Mayer when she worked at Google, New York-based Voyat has raised $3 million to date in venture funding.

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