Oracle scoops up AddThis, adds to Data Cloud

Oracle's purchase of AddThis aims to bring more audience and engagement data to the company's marketing suite.

Oracle said Tuesday that it has acquired AddThis, a company best known for a share bar that connects social media outlets to publishers.

According to Oracle, AddThis will round out its data cloud. AddThis' had a data set that tracked content engagement across 15 million Web sites and 1.9 billion monthly unique users to result in 9 million petabytes of data a month.

Brands and agencies used AddThis data for audience discovery, segmenting and international reach. AddThis, which counted AOL, Yahoo and Google as data partners, was already included in the Oracle Data Cloud.

Terms of the deal weren't disclosed, but TechCrunch reported that AddThis went between $100 million and $200 million.

Oracle said that its Data Cloud is one of its fastest growing services. The goal is to take AddThis' data and expertise to enhance Oracle's marketing efforts. Many of Oracle's cloud acquisitions such as BlueKai, CollectiveIntellect, Eloqua and Responsys have revolved around marketing.

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