The Priceline online ticketing and reservation company has bought Israeli-based start-up Qlika for around $3 million, according to the VentureBeat website.

Qlika, based in the metropolitan Tel Aviv city of Ramat Gan,  focuses on “micro-location” ad campaigns and has only six employees, all of whom have masters’ degrees in physics and mathematics and who have served several years in the IDF’s technological units.

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They will  join Priceline in supporting the Singapore-based discount booking travel website Agoda which Priceline bought seven years ago.

The person who confirmed the deal told VentureBeat, “It’s a small deal, the $3 million number is roughly accurate.” The website said the acquisition indicates that companies are trying to keep smartphone users attached to their screens by targeting them with advertisements.

Olika’s website says it uses a”micro-market” advertising approaches that are used by companies that sell advertising packages to local clients like local search agencies and yellow pages firms.

The company also says its process works with national brands, allowing franchises to initiate their particular personalize ad campaign and share it with other branches.

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