Oracle acquires Datalogix, technology Facebook uses to track purchase activity

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The holy grail of information for retail advertisers has been figuring out if an advertisement directly led to a purchase. Facebook in 2012 partnered with Datalogix to gather offline purchasing data to match with Facebook data. Oracle announced recently that it has purchased Datalogix, but terms of the deal were not disclosed.

Oracle looks to improve its Data Cloud service by acquiring Datalogix, which works with 82 of the top 100 U.S. advertisers, as well as Facebook and Twitter. Datalogix provides insights on more than $2 trillion in customer spending from 1,500 data partners across 110 million households.

Omar Tawakol, Group Vice President and General Manager of Oracle Data Cloud, commented on 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.

Eric Roza, CEO, Datalogix discussed the future of his company under Oracle’s leadership:

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.