• CMSWire, Tuesday, January 7, 2014 3:34 PM

Oracle's acquisition of Responsys comes as the digital marketing services industry is going through a time of transformation, Forrester analyst Robert Brosnan explained to CMSWire. As he put it, there are a few forces converging to create a busy time for acquisition. Advertising, media, data, and analytics are getting more powerful and are coming at a time when consumers have more control. Bronson said that there is still room in the industry for various different technology offerings to enter the market and these products have the potential to be acquired.

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