In a merger of intriguing startup names, Los Angeles, Calif.-based Airpush is buying Hubbl. Let me first offer some intriguing merger name possibilities such as Hubblpush, AirHubbl, Airbbl, e.t.c. But what's important is this is just another continuation of many deals in the ad network.

There is an adtech boom on, no doubt. There have been 200 M&A deals in the adtech space in just the last two years, according to Luma Partners.

CMSwire.com has the story, pointing out that this merger falls in the realm known as native advertising, which is a fancy term using social networks to push advertising content. The purchase price was reportedly $15 million, according to CMSwire. Hubbl, based in NYC and India, targets personalization of ads in mobile apps to give users more relevant advertising.

Overall, this is just another deal is a booming market. There are hundreds of ad networks, and the market is growing quick. Expect a huge amount of M&A in this area. eMarketer projects that graphical, interactive and video ads will reach $15 billion this year, up from $12 billion in 2011.

Investment bank Luma Partners tracked 132 ad-tech deals in 2012 alone, according to this article in the Wall Street Journal.