Apple has acquired digital marketing startup DataTiger, according to a new report from Bloomberg. The outlet points to a regulatory filing from December that shows the iPhone-maker now controls the U.K.-based company.

The U.K.-based startup says its technology can “optimize the marketing journeys” of customers by using data to more accurately send materials to consumers as well as push notifications. On his LinkedIn profile, DataTiger Chief Executive Officer Philipp Mohr said his firm wants to “bring the stale era of ‘email-list thinking’ and slow, campaign-based marketing to an end.”

This is just the latest in a long line of acquisitions for Apple, but relatively few (if any) of their buyouts have been in the marketing space. It comes at an interesting time, with iPhone sales coming in lower than expected last quarter.

Source: Bloomberg