Automated ad-buying platform Rocket Fuel has acquired X+1, an ad-tech firm offering data-management capabilities and an ad-buying tool of its own, for approximately $230 million, the company announced today.

The acquisition was announced the same days as the company’s Q2 earnings report. Rocket Fuel beat earnings estimates, reporting a loss of 11 cents per share on $92.6 million in revenue, better than the expected 22 cents per share loss on revenue of $90.22 million. But Wall Street wasn’t impressed. The company’s stock dropped over 20% in after hours trading.

The X+1 acquisition is aimed at bringing a core component of the programmatic ad buy, data management, under Rocket Fuel’s wing. The company will now try to sell customers on the combination of its data management and ad-buying capabilities together as a package.

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