Oracle confirms purchase of publisher peronsalisation outfit AddThis

Oracle has today (5 January) announced its intended purchase of AddThis, a publisher psersonalisation outift, that will be housed within the enterprise IT outfit's Data Cloud unit alongside its other recent acquisitions Bluekai and Datalogix. 

The financial details of the upcoming deal were not discussed publicly, but the deal rounds off the Oracle Data Cloud offering with the newly acquired publisher platform, which lets media owners segment their audiences with data-led insights, powering over 15 million websites. 

The purchase further fills out the Oracle Data Cloud offering, which lets media owners and buyers understand audience behaviours across devices by ingesting third-party data, which can then be used to improve targeting, personalisation and measurement.  

The deal also builds upon Oracle's purchase of Maxymiser during August last year, which was housed within its Oracle Marketing Cloud solution, as well as the purchase of Datalogix a little over 12 months ago.  

Similar to the purchase of Bluekai, and Datalogix, AddThis will sit within the Oracle Data Cloud unit. 

Featured by The Drum