• by Tobi Elkin  @tobielkin, January 5, 2016

Oracle on Tuesday announced that it signed an agreement to acquire AddThis, a social bookmarking firm that is becoming a publisher audience platform, according to a letter to customers and partners from Omar Tawakol, senior vice president and general manager, Oracle Data Cloud.

The financial terms of the deal were not disclosed.

Oracle's Data Cloud, a hybrid mix of Oracle's acquisitions of BlueKai and Datalogix, is expected to benefit the most from the deal. Oracle Data Cloud offers global data and insights that enable marketers to understand consumer behavior across all media channels.

AddThis bills itself as a provider of publisher personalization, audience insight and activation tools that "powers 15 million Web sites and enables unmatched audience segment quality, scale and insight," according to the letter.