Snapchat’s parent company Snap Inc. has acquired Placed Inc., a Seattle-based startup that offers advertising analytics.

Although the price of the deal was not officially disclosed, Bloomberg, quoting people familiar with the matter, put the price at $125 million. The startup will continue as a separate operation.

Founded in 2011, Placed connects physical and digital worlds with a platform that delivers location-driven insights and mobile ad intelligence to allow users to understand consumers’ offline behaviors. Pitched at brands, agencies, publishers and ad networks, Placed claims to have the ability to target location at scale, measure the offline impact of mobile ads and deliver insights into consumer behavior.

“Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution,” Placed Chief Executive Officer and co-founder David Shim said in a blog post. “By partnering with Snap, we will do even more. Still working independently, Placed’s goal continues to be the adoption of a common yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers.’

For Snap,  the acquisition will assist the company in expanding efforts to increase revenue from Snapchat users. That’s something it has struggled to do. Its most recent financials showing sluggish user growth, an earnings miss and a stunning loss of $2.2 billion. Revenue for the quarter came at only $150 million as well, meaning the company is keen to increase the amount of money it is making from its existing users.

Coming into the acquisition, Placed had raised $13.4 million over three rounds from investors including Madrona Venture Group and Two Sigma Ventures.

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