Israeli software company Perion is in talks to acquire West L.A.’s Airpush, according to a report published Tuesday on TechCrunch. The deal is said to be valued at $170 million.

Airpush’s software places ads on mobile apps. Multiple reports from last year said the company’s chief executive, Asher Delug, was considering filing an IPO later this year. Airpush did not immediately respond to a request for comment.

Delug’s company had an acquisition of its own last year. It acquired New York mobile ad developer Hubbl for an undisclosed amount.