One software firm buying another.

That’s the deal with predictive marketing software provider Kenshoo, which announced today that it had bought Adquant, a SaaS-centric software maker that powers social media campaigns on Facebook, Twitter, and Instagram, among others. Adquant works closely with mobile app and game developers. Terms of the deal were not publicly disclosed.

For its part, Adquant’s SaaS solutions help promote brand value for gamers by powering social media campaigns, thus extending their reach. Kenshoo’s purchase of Adquant makes sense because the latter is what’s called a “Facebook Preferred Marketing Developer,” or PMD, which makes its living primarily driving campaigns over the Menlo Park giant’s social media channels. So you have the potential of a billion-plus users.

Kenshoo chief and co-founder Yoav Izhar-Prato put it this way in a release announcing the deal: “Injecting talent and technology like Adquant’s will ensure Kenshoo stays ahead of the pace in the most important industries and continues to deliver strong performance for our clients.”

The deal means there will be some changes, especially for Adquant employees. Incredibly, Kenshoo has offices in 24 cities globally and is headquartered in Tel Aviv. The purchase plan means that both Adquant and Kenshoo’s offerings will be totally integrated once the politics of the buyout have settled.

Kenshoo’s so-called “Intent-Driven Audiences” won the Facebook Innovation Competition in the online sales category, along with another previous Facebook marketing award.