Oracle acquires AddThis to add to its Data Cloud offering

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Oracle Corp. has announced the acquisition of media web tracking company AddThis, Inc.

Terms of the deal were not disclosed; however, TechCrunch puts the price at between $100 million and $200 million.

Founded in 2014, AddThis is best known for its provision of the “AddThis” button, an embeddable button used by third-party websites to allow users to share content on a given page to social media and other outlets, such as email, or services like Evernote, along with audience tracking and data analysis for those using the button.

Less well known than its self-titled “AddThis” button is that the company also offers enterprise-level audience intelligence using the data it gathers from the some 15 million websites that use the AddThis button, covering some 1.9 billion monthly unique web visitors, or a footprint of 96 percent of Internet traffic in the United States.

Brands and agencies use the data from AddThis data for audience discovery, segmenting and international reach, along with AOL, Yahoo and Google.

Oracle said that along with the AddThis team bringing significant knowledge and capabilities to the company, the service will further extend the value of the Oracle Data Cloud.

“Oracle Data Cloud ingests third-party data, extracts value and activates the data to drive insights and harness this knowledge for targeting, personalization and measurement,” Oracle said in a statement. “With the addition of AddThis, Oracle Data Cloud’s offering is expected to deliver unprecedented levels of audience insight, measurement and reach.”

AddThis Chief Executive Officer Richard Harris added in a separate blog post that “this proposed acquisition will help us turbocharge our mission to make the web more personal, and we couldn’t be more excited.”

Complimentary buy

The acquisition of AddThis is a complementary buy for Oracle’s Data Cloud that fits nicely alongside its acquisitions in 2015 of BlueKai, Inc., which delivered behavioral know-how, and Datalogix, Inc., which boosted offline data gathering.

AddThis also doesn’t enter Oracle from the outside either, having had a longstanding relationship with Oracle Data Cloud companies like Datalogix for years.

“While BlueKai acted as a data marketplace, it did not have the technology footprint of AddThis, whose JavaScript is installed across 15 million sites that would allow you to achieve a high [match] rate in pixel syncing,” former AddThis Chief Executive Officer Ramsey McGrory told AdExchanger. “That was AddThis’ big advantage here — a footprint that allows them to sync cookie IDs across the universe, arguably better than anyone in-market, including LiveRamp.”

Prior to the acquisition, AddThis had raised $73 million over six rounds from investors, including Novak Biddle Venture Partners, ZG Ventures, IVG and New Enterprise Associates.

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