Oracle Beefs Up Marketing Cloud With Datalogix Acquisition

Oracle has acquired an ad-tech company called Datalogix for an undisclosed sum, continuing to strengthen its marketing cloud. Oracle bought BlueKai, also an ad-tech firm, earlier this year.

Datalogix offers purchase-based audience targeting to drive online and offline sales. According to Oracle, the Datalogix data platform aggregates data on over $2 trillion in consumer spending from 1,500 data partners across 110 million households. The platform will become a part of the Oracle Data Cloud.

Datalogix is a big addition to Oracle. Besides its analytics capabilities, the firm has partnerships with Google, Facebook, and other large Internet properties.

Through its consumer identity graph, comprised of behavioral, social, and purchasing data, Oracle Data Cloud seeks to provide a comprehensive view of the entire customer experience.

When Oracle acquired BlueKai for $400 million in February, it made its CEO Omar Tawakol general manager of the Oracle Data Cloud. BlueKai and Datalogix were both competitors and partners.

"The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available," Tawakol said in a statement. "Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline, and TV."

Like many other Oracle acquisitions, Datalogix was an attractive addition to its marketing cloud because its solutions are used by Fortune 500 companies. Datalogix claims more than 650 customers across the top 100 U.S. advertisers and seven of the top eight digital media publishers, including Facebook and Twitter.