Appcast, a provider of programmatic job advertising, acquired recruitment marketing firm Bayard Advertising.

“Bayard’s deep well of talent and comprehensive solution set will expand, accelerate and improve Appcast’s ability to solve complex recruitment marketing challenges for leading employers around the globe,” Chris Forman, founder and CEO of Appcast, said in a press release.

The combined company will serve more than 2,000 customers across the US and 10 international markets.

“What makes this acquisition important to the industry is Bayard’s growing position as a technology innovator,” tech analyst Madeline Laurano said in a press release from Appcast. She noted Bayard has strength in search and social advertising, hiring event marketing and application flow optimization technology.

Bayard, founded in 1923, is headquartered in New York with additional offices in Tampa, Florida; Nashville, Tennessee; Cedar Rapids, Iowa; Minneapolis; Denver; and Phoenix.

Plans call for Bayard’s staff and operations to integrate into Appcast by the end of 2023.

Terms of the transaction were not announced.

For its part, Appcast is based in Lebanon, New Hampshire, and is part of the Stepstone Group. It provides programmatic job advertising, which SIA research describes as “a method of distributing job ads using artificial intelligence and machine learning to determine where employers will have the most success in displaying their vacancies in line with the budget they have available.”

An important aspect of programmatic job advertising is its performance-based pricing model.