PerformanceIN understands that two companies are currently vying for customised programmatic solutions provider, myThings in a deal reported to be around $120 million.

Perion Network, formerly Incredimail, is in talks about a merger, while online translation company, Babylon, has also held preliminary acquisition discussions.

A report in Arabic publication TheMarker says that Perion’s merger talks, which have been ongoing for months, value myThings at $120 million. Both companies are said to have been waiting for Perion’s merger with the Conduit toolbar division of ClientConnect.

Babylon’s controlling shareholder, Noam Lanir, is behind the company’s move for myThings according to Israeli newspaper Haaretz. Although Babylon only apparently has $57.5 million in cash, which means shares are also likely to be part of the deal.

Having begun life as a straight retargeting company, myThings did not have much trouble attracting investment. More than $37 million has been siphoned into the firm since it began operations in 2005.

PerformanceIN asked for more information from myThings, but the company refused to comment.