Oracle announced today it acquired open source web personalization provider AddThis. The Vienna, Va.-based provider of publisher personalization, real time audience insight and activation tools claims to power 15 million websites, which see 1.9 billion unique visitors a month.
Oracle's acquisition of AddThis represents the first in the MarTech space for 2016.
What This Adds
Operating in a Data-as-a-Service (DaaS) model — the belief that data in a central place can be enriched and offered to different systems, apps and users — Oracle's Data Cloud provides insights to consumer behavior across all media channels. It ingests third-party data, extracts value and activates the data to drive insights for targeting, personalization and measurement.
"With the addition of AddThis," Oracle officials wrote, "Oracle Data Cloud’s offering is expected to deliver unprecedented levels of audience insight, measurement and reach."
The news had MarTech watchers buzzing on Twitter:
AddThis offerings for targeting and customization include:
- Creation of multiple rules to target more visitors
- A/B testing
- 22 sharing, follow and content recommendation tools
- Customized tools
- Mobile tools
The AddThis Audience Intelligence platform combines big data, machine learning and ecosystem connections. It delivers insights such as content engagement habits, geographic distinctions and brand adjacencies.