Enterprise IT vendor Oracle has acquired Datalogix, a digital marketing company.
Oracle did not share financial details.
The acquisition of Datalogix enables Oracle to deliver consumer profiles to power personalization across digital, mobile, offline and TV. Datalogix provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales.
The strategy is to extend Oracle’s Public Cloud to combine IaaS, PaaS, SaaS and Data as a Service on a common cloud and to transform SaaS business applications and processes by integrating data within these applications.
Datalogix has more than 650 customers, including 82 of the top 100 US advertisers such as Ford and Kraft, as well as 7 of the top 8 digital media publishers such as Facebook and Twitter.
Following the acquisition, Oracle will offer Datalogix’s Data as a Service cloud solutions to marketers and publishers. Brands can personalize and measure every customer interaction and maximize the value of their digital marketing.
“The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available,” said Omar Tawakol, group vice president and general manager of Oracle Data Cloud.