Oracle and AddThis strike deal to bulk up on marketing tech, with Oracle acquiring the 2004-established company. The terms of the deal haven’t been disclosed. Nonetheless, Oracle acquiring AddThis seems to be a naturally-forged deal.
Moreover, if you add the acquisition of AddThis to the other recent acquisitions of made by Oracle, namely that of BlueKai, the advertising data company and Datalogix, the marketing data company, the deal seems to lead to a coherent enterprise for the software giant.
Omar Tawakol, the GM and SVP of Oracle Data Cloud wrote to Oracle customers on the Oracle-AddThis deal:
“Oracle Data Cloud ingests third-party data, extracts value, and activates the data to drive insights and harness this knowledge for targeting, personalization and measurement. With the addition of AddThis, Oracle Data Cloud’s offering is expected to deliver unprecentended levels of audience insight, measurement and reach”.
AddThis is known to have jump started its journey by offering sharing features to its customers. Throughout, the company has evolved to add tracking technology to its portfolio. In addition, the number of marketers and publishers adhering to the company’s services has steadily grown.
AddThis currently boasted activity tracking for over 1.9 billion users on a monthly basis. Moreover, the company covers about 15 million mobile domains as well as desktop web domains. AddThis was founded in Virginia in 2004. With 73 million dollars raised from investors the likes of Steve Case or Ted Leonsis, the company has steadily grew its expertise in marketing tech and advertising tech.
As Oracle and AddThis strike deal to bulk up on marketing tech, it becomes clear that more is in store. Oracle is playing an increasingly crucial role in developing this domain. While the software giant stated that AddThis clients will continue to benefit from the company’s services, a future development plan is in the making. AddThis is certain to be included in the Oracle Data Cloud division as per Omar Tawakol’s statement.
Marketing data and advertising data in one place amass a giant big data portfolio giving Oracle a lead position in offering ad firms, online content companies, brands and others increasingly better tools to understand their audience and capitalize on that.
This consolidation trend in marketing tech paves a bright future both for Oracle and AddThis. While Oracle amasses expertise, AddThis benefits from more open access to capital, reach and technology comprised under the Oracle umbrella.
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