Oracle To Acquire Datalogix, Extend Data Cloud To Offline Purchases

Oracle continues its ad technology shopping spree announcing a deal this morning to acquire audience-targeting firm Datalogix. Terms were not disclosed, but Oracle said Datalogix would continue to operate independently once the acquisition is completed, although the deal would “extend” the Oracle Data Cloud.

Datalogix specializes in correlating offline consumer purchase data with digital audience targeting. The companies aid it currently services more than 650 customers, including “top U.S. advertisers and digital media publishers.”

“With Datalogix, Oracle Data Cloud will deliver the richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing,” Oracle said in a statement announcing the deal.

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