Oracle Acquires Facebook Data Partner Datalogix

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DatalogixLogo650One of Facebook’s data partners has a new owner, as Datalogix was acquired by Oracle, the two companies announced Tuesday.

Datalogix specializes in aggregating data on offline consumer spending and tying it to digital marketing, and the company said it provides insights on more than $ 2 trillion in consumer spending from 1,500 data partners across 110 million households.

Oracle said the data-as-a-service cloud solutions from Datalogix will provide its marketing and publishing clients with a complete understanding of consumers across digital and traditional channels, adding that the combination will allow marketers to determine the effectiveness of campaigns and optimize their reach and resources.

Oracle Data Cloud group vice president and general manager Omar Tawakol said in a release announcing the acquisition:

The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available. Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.

Datalogix CEO Eric Roza added:

Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 percent of consumer spending occurs. We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers.

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