Oracle buys Datalogix In quest to be a data powerhouse

Oracle made its data play clear after acquiring DMP BlueKai earlier this year, and on Monday reaffirmed its commitment to data by acquiring Datalogix, an audience-targeting firm known for connecting offline sales to online ads. The deal is expected to be in the “high hundreds of millions,” per Brian Wieser, senior analyst at Pivotal Research. Datalogix’s role in the advertising market is “very important,” according to Yory Wurmser, analyst at eMarketer — as its ability to link online ads to offline sales is “unrivaled.” Technology giants, most notably Facebook, use Datalogix for analytics and attribution.

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