Computer technology corporation
Oracle has announced it will acquire cross-device mapping provider Crosswise. Oracle, which was established in 1977, has headquarters in Santa Clara, California, United States. The company is noted for database technology much of which has moved to the cloud over recent years. Oracle is acquiring Crosswise for $50 million in an agreement signed 14 April 2016.
Crosswise is an Israeli company with headquarters in Tel Aviv. The company specializes in machine learning for cross-device advertising. Crosswise’s solutions utilize advanced data science to establish a ‘Device Map’ that matches multiple devices to individual users. The company focuses mainly on adtech, publishers and consumer brands and utilizes numerous of data points include browsing history, GPS, Wi-Fi networks, IP addresses, Operating Systems and cookies to establish user profiles. The acquisition will strengthen Oracle’s ‘Data-as-a-Service’ activity. Oracle has made a number of acquisition over the last couple of years including AddThis ($200 million) January 2016 and Ravello Systems ($500 million) the following month.
“Oracle Data Cloud is the fastest growing global Data as a Service business, aggregating more than 3 billion profiles from over 15 million websites in its data marketplace and operating the most accurate ID Graph to enable understanding of consumer behavior across all media channels,” explained a statement on the Oracle website. “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 to help more than 80% of the top U.S. advertisers maximize their marketing spend. The addition of Crosswise further broadens the Oracle ID Graph to construct a complete view of consumers' digital interactions across multiple devices”.
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