Ad serving tech firm Accipiter Solutions has acquired BidClix, which provides a self-service, bid-for-placement marketplace of text ads contextually targeted on the basis of a site's category rather than keywords - ClickZ reports. BidClix offers site-specific targeting and broader content channel buys. Terms of the deal were not disclosed. All BidClix employees will join Accipiter, remaining in BidClix's Seattle office.

Accipiter partnered with BidClix last year, revealing cultural and business synergies, leading to the acquisition, according to Brian Handly, Accipiter's CEO. The companies' systems are still discrete; completion of the first phase of integration is expected early next year.

The acquisition is apparently part of a strategy to develop a unified Accipiter ad platform for all kinds of digital media. The company already serves ads in podcasts, RSS feeds, blogs, streaming audio/video and on mobile platforms.