Microsoft has purchased Israeli startup YaData, which builds analytic software that helps marketers divvy consumers into smaller segments.

Israeli's The Globes reports that the cost of acquisition fell between $20 and $30 million.

YaData's technology will allow Microsoft to provide advertisers with richer targeting capabilities while giving customers more relevant ads, according to a release.

YaData shall fold into Microsoft's Advertiser and Publisher Solutions group, bringing advanced behavioral targeting tools to Microsoft's online ad platform.