Oracle acquires Datalogix, technology Facebook uses to track purchase activity

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.