Oracle buys Crosswise to strengthen its Data-as-a-Service capabilities

Oracle recently announced it signed an agreement to acquire Crosswise, a provider of machine-learning based cross-device data which enables marketers and publishers to take benefit from from cross-device advertising, personalisation and analytics. In a letter to customers and partners, Omar Tawakol, Senior Vice President and General Manager for Oracle Data Cloud says that uniting identity across desktop, browsers and mobile apps to create a relationship with customers and prospect has become a challenge for marketers. “Identification methods are different on every device and across every channel, and solving this can enable marketers to have a significantly more effective dialogue with the consumer and save billions of advertising dollars.” Oracle says that Crosswise’s technology processes over a petabyte of user and device activity data from billions of unique devices every month. By applying data science and proprietary machine-learning techniques to this data, Crosswise constructs a probabilistic Device Map that matches multiple devices to individual users. The company adds that addition of Crosswire will add to the capabilities of its own Oracle ID Graph. Oracle says that its ID Graph enables understanding of consumer behaviour across media channels by aggregating more than 3 billion profiles from over 15 million websites in its data marketplace. “The Crosswise team brings significant knowledge and a rich pedigree of data science to Oracle and will further extend the value Oracle Data Cloud brings to the market and to its customers,” adds Tawakol. While there has been no mention on the financial details of the deal, reports peg Oracle’s acquisition of the Israeli firm at around $50 million.