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Urban Airship, a Portland startup that specializes in push notifications and in-app transactions, has acquired San Francisco’s SimpleGeo in an all stock deal.

The acquisition will add location-based technologies to the Urban Airship lineup, meaning that a retailer can push coupons to a shopper in a specific aisle in a store or a sports team could send different messages to fans based on their seats in the stadium.

“Companies should not have to rely on a fragmented and unwieldy mix of tools that only deliver part of what is needed to understand how people are interacting with their brand on mobile,” said Urban Airship CEO Scott Kveton in a press release.

Urban Airship — whose more than 20,000 customers include Fox, ESPN, Warner Brothers and Slate– is backed by Founder’s Co-op, Foundry Group and True Ventures. As a result of the deal, Urban Airship will maintain the SimpleGeo offices in San Francisco.

SimpleGeo founders Jay Adelson, Matt Galligan and Joe Stump will continue as advisors.

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