Contextual marketing company adMarketplace has purchased Aibits, a technology company that has developed behavioral targeting software. The deal, expected to be announced today, closed last Friday,
said Adam Epstein, adMarketplace's senior vice president for operations. He said the company intends to bring over "two or three" of Aibits' engineers and will spend the remainder of the
first quarter integrating the technology. adMarketplace will likely start offering behavioral targeting to its network of around 100 publishers in the second quarter, Epstein said.