Enterprise software provider Oracle has acquired AddThis, a solution that provides social sharing tools and audience tracking technology.
AddThis says it currently covers activity data for 1.9 billion monthly unique visitors and over 15 million mobile and desktop Web domains.
Oracle indicated that AddThis will eventually become part of its Data Cloud business, joining two other recent Oracle acquisitions in BlueKai (advertising data) and Datalogix (marketing data).
“Oracle Data Cloud is the fastest growing global Data as a Service (DaaS) business, operating the most accurate data ID Graph to enable understanding of consumer behavior across all media channels,” Omar Tawakol, SVP and GM, Oracle Data Cloud, noted in a letter to customers about the deal. “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 addition of AddThis, Oracle Data Cloud’s offering is expected to deliver unprecedented levels of audience insight, measurement and reach.”