Priceline Acquires Ad Targeting Firm Qlika for About $3 Million in Cash

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.

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