Datalogix is purchasing shopper intelligence company Spire Marketing, an Ad Age report said. Datalogix is a third-data partner of social networking sites Facebook and Twitter, wrote Marketing Land.

According to Datalogix Chief Executive Officer (CEO) Eric Roza, the acquisition is expected to help the firm expand into shopper marketing. This area is where ad purchases for CPG (consumer packaged goods) are often controlled, the report stated.

Roza said: "We think there's going to be some really interesting cross pollination, which no one really has tried to do, between mid-size specialty retailers and mid-size grocers, which are two groups of retailers who've had nothing to do with each other historically, but we think they share a lot in common."

Datalogix helps marketers link offline purchases to digital ads. The company is among the data providers that run Facebook's partner categories and allows advertisers to target clients based on consumer data it generates. The company has also partnered with Twitter to assist CPG brands advertising measure the effect of digital ads to their offline sales, the report explained.

Founded in 2007, Spire monitors transaction data from dozens of grocery chains and loyalty card data of more than 30 million households in the US. The company also coordinates with CPG firms and retailers to analyze and understand the shopping habits of consumers and increase their sales, Marketing Land reported.