Interesting little technology acquisition for Priceline after confirming it has bought Israeli startup Qlika.
Terms of the acquisition are unknown (Re/Code suggests $3 million), but a Priceline official says details will not be disclosed “because it’s a very small transaction”>
The startup focuses on micro-marketing campaigns on mobile. It allows brands to target specific consumer segments in a way that delivers hundreds of automatically targeted ads without having to increase the management component of delivering more ad campaigns.
The acquisition will likely boost Priceline’s efforts at increasing efficacy of their local market advertising on mobile and increase the overall ROI of those campaigns.
READ THE ORIGINAL ARTICLE: Priceline acquires micro-marketing platform Qlika.