Oracle announced it has signed an agreement to acquire AddThis, a provider of publisher personalization, audience insight and activation tools that enables audience segment quality, scale and insight.
Oracle Data Cloud is a Data as a Service (DaaS) business, operating a data ID Graph to enable understanding of consumer behavior 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, personalization and measurement.
With the acquisition, AddThis will be added to the Oracle Data Cloud offering to deliver higher levels of audience insight, measurement and reach.