Oracle Corp announced just before the holidays that it has signed an agreement to purchase Datalogix, a company that provides data on offline consumer spending to digital marketers. Datalogix is a leading player in the cloud advertising market and has over 650 customers ranging from Ford to Facebook. Upon completion of the acquisition, it will become part of Oracle's Data-as-a-Service (DaaS) offering, the Oracle Data Cloud. Terms of the transaction were not disclosed.
In this article, we will provide a brief overview of Datalogix, and delve into how its purchase will help Oracle catch up to its rivals in the cloud business.
We have a price estimate of approximately $47 for Oracle , which is a little under 10% higher than its current market price.
Marketing Cloud: Tracking Offline Spending Data for Targeted Online Advertising
Datalogix tracks offline consumer spending and provides insights therefrom to digital marketers. Such insights allow marketers to optimize their customer identification, mode of advertising as well as spending allocation. This treasure trove of data insights is highly valuable to marketers, who use it to track the impact of their advertisements on consumers and ascertain what works best.
Datalogix facilitates such targeted advertising by aggregating and providing insights on over $2 trillion in consumer spending from 1,500 data partners. Its 650 customers include 82 of the top 100 US advertisers (such as Ford and Kraft) and 7 of the 8 top media publishers (including Facebook and Twitter). It is estimated to have revenues of about $125 million in 2014.
Other major players in the cloud advertising market are Adobe's (Nasdaq: ADBE) Media Optimizer, Salesforce's (
Acquisition Will Augment Oracle's Position in Cloud Advertising Market
Cloud advertising is the largest segment of the cloud services market. In 2012, it comprised 48% of the $111 billion total cloud services market in 2012. Gartner estimates that the cloud advertising segment will grow at 55% through 2016 to reach $310 billion.
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