Software giant Oracle has paved the way for further enhancement of its Data Cloud business by agreeing to acquire AddThis, a provider of publisher personalization and audience insight / activation tools.
Oracle Data Cloud helps clients understand consumer behavior via its ID Graph, taking in third-party data, and analysing it for insights and targeting purposes. The Cloud already integrates the capabilities of online / off-line purchasing data firm Datalogix, acquired in December 2014, and targeting specialist BlueKai, bought for a reputed $400 - 450m earlier the same year.
Oracle says the AddThis team will add 'significant knowledge and capabilities', and reports suggest it is paying around $175m for them. AddThis was developed by software firm Clearspring, and began as a social bookmarking tool, transitioning to a publisher marketplace since 2014. Its owners now say it tracks more 1.9 billion monthly unique users worldwide.
Web sites are at www.addthis.com and www.oracle.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.