Oracle to Buy Customized Segmentation Firm Grapeshot

Oracle has signed an agreement to acquire Grapeshot, whose proprietary 'Contextual Intelligence Platform' enables the creation of customized audience segments for predictive targeting. Terms of the deal were not disclosed.

New York-based Grapeshot uses its platform to identify revenue-driving behavior, using solutions for brand safety and audience 'enrichment' to increase customer engagement and boost brand perception. In addition, the platform is used to help marketers and their agencies avoid unsafe content that could damage brand equity.

In a statement, Oracle said the acquisition will 'dramatically expand' its Data Cloud's expertise in audiences and measurement, while complementing its own custom audience segments. Eric Roza, SVP and General Manager of Oracle Data Cloud, said: 'I am thrilled to welcome the Grapeshot team to Oracle, and would like to personally thank John Snyder, Grapeshot's CEO and co-founder, for agreeing to serve in an advisory role through the transition'.

Web site: www.oracle.com and www.grapeshot.com .