• by Tyler Loechner  @mp_tyler, June 1, 2015

Cxense, a software-as-a-service (SaaS) ad platform provider for publishers, on Monday announced its intentions to acquire Maxifier, an ad optimization firm.

Financial terms of the deal were not disclosed.

Cxense, headquartered in Norway, notes that the acquisition will “significantly” expand its operations and customer base in the U.S. Maxifier is headquartered in New York with offices in the UK and Japan, as well as R&D in Rusia, per a release.

"With the Maxifier acquisition, we are further strengthening our data-driven automation offerings,” stated Ståle Bjørnstad, Cxense CEO. “Premium publishers form the core client base for both companies, and this transaction allows us to cross-sell our products to an expanded client portfolio."

Maxifier counts publishers such as Condé Nast, Forbes, The Atlantic, Bauer Media and others as clients. Both Maxifier and Cxense already share clients as well, including GFR Media and Grupo Globo, per a release.

Cxense has a suite of products, including its own data management platform (DMP). Publishers use Cxense’s platform for audience targeting, real-time analytics, content recommendations and more. Maxifier's technology automatically optimizes campaigns running on a publisher's site and claims to wrangle over 40 billion ad impressions every month.

The news comes just weeks after Denise Colella, former CEO of Maxifier, left to join NBCUniversal as SVP of advanced advertising products and strategy.

Maxifier investors include Eurovestech, Dentsu Digital Holdings and WGI Group.