Priceline Group has purchased the small Israeli startup Qlika to help the online travel company better target its own ad campaigns in local markets, according to a person familiar with the deal.
Priceline Group paid around $3 million in cash for Qlika, according to another person familiar with the deal. Six Qlika employees will join Priceline Group and will initially work on Priceline’s Agoda hotel-booking business, this person said.
Qlika’s technology helps marketers automate the creation and implementation of ad campaigns customized for micro-locations, with an initial focus on search campaigns on Google.
The startup, which was founded in 2012, had raised around $1.7 million in funding and participated in the Silicon Valley accelerator program for young Israeli companies UpWest Labs.
Priceline spokeswoman Leslie Cafferty confirmed the acquisition.
This article originally appeared on Recode.net.