Oracle’s Acquisition Taps Into Online Marketing

With the rise of e-commerce, retailers and advertisers must now look to take advantage of a new platform to reach their audiences. Oracle’s latest move aims to chart some of the unknown territory of online advertising and digital marketing.

The computer technology conglomerate announced Monday (Dec. 22) that through its acquisition of digital marketing firm Datalogix, Oracle will hold what it describes as “the world’s most valuable data cloud” for consumer spending trends and tracking.

Under their agreement, Oracle will take on Datalogix’s Data as a Service cloud solutions, which offers data and analysis on the habits of buyers through both digital and traditional channels. Datalogix clients include 82 of the U.S.’s Top 100 advertisers, including Kraft and Ford, as well as several major digital media publishers like Facebook and Twitter, placing its data in the hands of some of the world’s top marketers now looking to strengthen their positions online.

The acquisition, Oracle says, will boost the company’s Public Cloud operations to allow clients to execute campaigns that personalize consumer interaction, more efficiently target consumers, and ultimately assess which campaigns yield the most success with digital shoppers.

Oracle Data Cloud Group Vice President and General Manager Omar Warakol says that through its partnership with Datalogix, the firms “will provide data-driven marketers the most valuable targeting and measurement solutions available.”

“Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV,” he said.