Oracle (Photo : Reuters)
Google and Facebook advertising partner Datalogix Holdings Inc. is now a part of Oracle Corp. The Silicon Valley tech-giant Oracle announced that it had acquired the tracking firm on Monday, USA Today reports.
This is another expansion for Oracle as it has also acquired Bluekai, a marketing outfit focused on all data behaviors, 10 months ago.
Datalogix is a data collection company that tracks data purchasing behavioral patterns, whether it would be online and/or offline. The data collected by Datalogix helps advertisers increase their profits through maximizing their marketing campaign ads. The Colorado-based company, who worked with the likes of Kraft Food Groups Inc., Twitter, Ford Motor Co., Facebook and Google, is reportedly serving more than 650 consumers and 1,500 data partners, in which, currently tracks $2 trillion consumer spending.
As cited by ZDNET, this move by Oracle is said to create a new product (when combined with their other parts) that focuses in data cloud, which then can be used in targeting better digital marketing campaigns, specifically those in corporate market scene.
In a statement made by Oracle Data Cloud Group Vice President and General Manager Omar Tawakol, he said that, "The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available."
According to reports, Oracle bought the data tracking firm in an undisclosed terms though citing Business Insider, when Adobe Inc, Nielsen and Facebook is in a hunt and Datalogix is looking for buyers, its asking price was a hefty amount of $1 Billion. Though some said that there was never a bidding war and it would be very difficult for Datalogix to ask for a premium price.
It can be recalled that Oracle bought BlueKai 350 Million to 400 Million, which gives us a picture that the deal between Oracle and Datalogix should have been hundreds of Million dollars.
