Oslo-headquartered data tech company Cxense ASA says it intends to buy ad optimisation company Maxifier from Dentsu Digital Holding, Eurovestech, and Fieldhelm.

The product is used by publishers including Condé Nast, Forbes, The Atlantic, and Bauer Media, as well as classifieds publisher Leboncoin, to visualise and optimise direct-sold premium advertising campaigns, freeing up the time of ad operations teams. The two also have common customers, among them GFR Media and Grupo Globo.

Cxense says the acquisition will significantly expand its operations and customer base in the US and further strengthens that in the EMEA region.

Chief executive Ståle Bjørnstad says integrating the "complementary" technologies strengthens its data-driven automation offerings. "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," he says.

Headquartered in New York, Maxifier has offices and sales teams in the UK and Japan, as well as research and development in Russia. It claims to analyse more than 40 billion ad impressions a month to drive optimisation and performance across almost 50,000 digital ad campaigns for its publisher and media company clients and their direct advertiser customers.

Listed on the Oslo Stock Exchange, Cxense provides a suite of products to enable customers to collect, segment and use audience data in real-time.