Oracle Buys Purchasing Data Firm Datalogix

In the US, software giant Oracle is to acquire online / off-line purchasing data firm Datalogix for an undisclosed sum.

Datalogix, which has offices in New York City; Westminster, CO, Birmingham, MI, San Francisco and London, operates an audience and measurement platform which it says tracks behaviour representing over $2 trillion dollars in consumer spending. In January, the company launched a service through which brands can reach current or potential customers on Twitter, and in May it closed a $45m round of funding for expansion of its suite of audience and measurement products.

Earlier this year, Oracle acquired BlueKai, the cloud-based big data audience targeting platform, in a deal reportedly worth between $400m and $450m. Through its latest acquisition, Oracle and Datalogix's cloud solutions will be combined, to provide marketers and publishers with information about consumers across both digital and traditional channels, for use in targeting and campaign assessment.

Omar Tawakol (pictured), Group Vice President and General Manager of Oracle Data Cloud, adds: 'The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available. Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.'

Web sites: www.oracle.com and www.datalogix.com .