Google has has agreed to buy the marketing firm Incentive Targeting, the two firms said Wednesday.

"When we founded Incentive Targeting in 2007, we set out to do for retail couponing what Google had done for online advertising: make it simple, relevant, measurable, and effective. So, it is both humbling and gratifying to be joining the ranks of the company that inspired our initial vision," said a blog post by the Massachusetts-based firm.

Incentive Targeting has created a marketing platform that brings together a network of supermarket chains and grocery manufacturers. The company's platform enables shopper insights into shopper preferences and puts those insights into immediate action through targeted promotional campaigns.

The effectiveness of the promotions can be measured in real time over the Internet, the company says.

The acquisition is expected to help Google work with retailers on discounts and other promotions.