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

According to Oracle officials, the AddThis team brings significant knowledge and capabilities to Oracle and will further extend the value of the Oracle Data Cloud.

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. 

Oracle uses the BlueKai and Datalogix technologies it acquired to support its data cloud.

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"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 Targeting

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.

Title image CC BY 2.0 by Armchair Aviator