Oracle Buys Responsys for $1.5 Billion

Behemoths continue to swallow up smaller tech players


Oracle is buying digital marketing software company Responsys for around $1.5 billion, or $27 a share in cash. The acquisition is expected to close in the first half of 2014.

Responsys has Under Armour, Verizon Wireless, Lego and StubHub among its numerous clients. The San Bruno, Calif.-based vendor has successfully transitioned in recent years from offering software-based email services into the realms of mobile, social and display advertising.

Oracle's purchase comes exactly one year to the day when it bought marketing software provider Eloqua for $871 million.

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