Oracle acquires audience insight tools provider AddThis

Oracle has signed an agreement to acquire AddThis, a provider of publisher personalisation, audience insight and activation tools. AddThis connects people to content and enables marketers to develop more personal and effective relationships with their current and future customers. Its website claims that over the past decade, over 15 million sites have adopted AddThis’ suite of website marketing tools to increase social sharing, improve engagement and drive conversions. The acquisition will help Oracle Data Cloud, the Data-as-a-Service business that operated the data ID Graph understand consumer behaviour across all media channels. Oracle Data Cloud ingests third-party data, extracts value, and activates the data to drive insights and harness this knowledge for targeting, personalisation and measurement. In a letter to partners and customers, Omar Tawakol, Senior Vice President and General Manager, Oracle Data Cloud said that the AddThis team brings significant knowledge and capabilities to Oracle and will further extend the value Oracle Data Cloud brings to market. AddThis received $73 million in funding from 15 investors - including Institutional Venture Partners, New Enterprise Associates, Novak Biddle Venture Partners, and Rho Ventures - according to CrunchBase. It has 110 employees. The acquisition signals Oracle’s growing interest in the marketing tech domain. AddThis will become part of Oracle’s Data Cloud business which also houses assets from two recent acquisitions BlueKai and Datalogix. All this taken together will mean more business from brands and ad firms and online content companies that want intelligent tools to make sense of their audience and monitise them to the max.