Oracle snaps up Facebook data slurper Datalogix

Database giant wants your 'comprehensive consumer profile'

Oracle has snapped up data slurping company Datalogix - an oufit best known for collecting info from retailers and sharing it with the likes of Facebook.

Datalogix measures the offline purchasing data of more than $2tn (£1.3tn) in consumer spending against social media ad browsing. The company has 650 customers, including 82 of the top 100 US advertisers such as Ford and Krafts, said Oracle in a statement.

Datalogix has also made headway into the UK market. In May Facebook announced plans to extend its "partnership" with the company in Blighty. "Facebook’s work with Datalogix allows brands to measure the impact of Facebook ads on offline purchases across a range of customer segments," it said.

The agreement is intended to extend the reach of Oracle's cloudy biz and is the latest in a line of online marketing acquisitions for the database giant. In April Oracle completed its acquisition of web tracking company BlueKai for $400m (£256m), while in December last year it purchased cross-channel marketer Responsys for $1.5bn (£960m).

“The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available,” said Omar Tawakol, general manager of Oracle Data Cloud.

“Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.”

The proposed deal is subject to regulatory approval. Oracle did not disclose the amount. ®

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