Quartile, an ad optimization platform for e-commerce marketplace sellers, has acquired Sidecar, a performance marketing provider for e-commerce retailers and brands.

Going forward, the firms will combine and operate under the Quartile name to grow the brand into a large cross-channel e-commerce advertising platform. The firms use machine-learning and natural-language processing to provide data-driven strategies.

Quartile hopes to see the acquisition double its advertising spending to over $2 billion across all platforms. The combined firm has more than 5,000 brands using the platform across channels including Amazon, Google, Instacart, Walmart, Facebook and Shopify.

“By combining Sidecar’s best-in-class solution and expertise managing campaigns for DTC e-commerce merchants with our proprietary AI-driven analytics and optimization platform, we will create the most comprehensive and powerful e-commerce suite,” said Daniel Knijnik, co-founder and CEO at Quartile. “The two companies’ complementary businesses, products and relationships will offer unrivaled benefits for our combined customers, employees and other stakeholders across a diverse set of markets.”