Oracle Agrees to Buy Datalogix

Oracle today announced it had signed an agreement to acquire Datalogix, a company known for helping marketers connect both offline and online consumer spending data to inform their efforts. Terms of the deal were not disclosed.

Datalogix will be integrated with Oracle’s current data-as-a-service (DaaS) cloud solutions to enhance metrics capabilities covering every customer interaction. The acquisition is in line with Oracle’s strategy to provide a “Public Cloud” using data to integrate applications and processes within DaaS, IaaS, PaaS, and SaaS offerings.

Datalogix aggregates and provides insights on more than $2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting. The company claims its client base includes 82 of the top 100 advertisers and seven of the top 10 digital media publishers. Among that number are Facebook, Ford, Kraft, and Twitter.

“Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93% of consumer spending occurs,” says Datalogix CEO Eric Roza.

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