Ad tech company Sizmek has agreed to buy Pointroll in a $20 million deal that is set to close immediately, Sizmek said Thursday during its earnings call.

The move makes sense for Sizmek, as Pointroll serves a majority of ads from the automotive, CPG and retail industry, said Neil Nguyen, CEO and president of Sizmek.

"Clients in auto, travel and retail leverage Pointroll's capability to send the right message to the right audience based on their own data to leverage their ad decision," Mr. Nguyen told Ad Age. "This means marketers will be able to deliver relevant ads. Marketers are moving more toward the creative, data driven decision making. And this move will help them serve the right ad with the right creative based on inventory, demographic and location."

Pointroll allows customers to customize ads so they are more personalized when they reach the consumer. For example, auto interest rates vary from state to state, so with Pointroll, a person viewing an ad in Chicago will be served with an ad tailored to the state's interest rate. Or airline providers can serve ads based on what seating they have available near individual airports.

Pointroll was acquired from Cofactor, an ad-tech company owned by Tegna, the publicly traded broadcast and digital media company formerly known as Gannett.

In addition to the Pointroll acquisition, Cofactor has appointed Sizmek as its preferred activation and distribution partner for digital content that Cofactor onboards for its customers, Sizmek said.

Sizmek operates in more than 70 countries and currently has a market cap of about $175 million.