Oracle’s recent acquisition: AddThis

Although January 2016 has not even passed, technology players intent on the cloud space have already started acting upon their acquisition strategies. In early January 2016, Oracle (ORCL) announced the acquisition of AddThis.

AddThis provides social sharing, content recommendation, and tailored marketing tools to web publishers. Its sharing features let people share stories and events or follow accounts on social media such as Facebook (FB), Twitter (TWTR), and LinkedIn (LNKD). Although Oracle didn’t disclose the financial details of the deal, according to TechCrunch, the AddThis acquisition cost Oracle approximately $100–$200 million.

AddThis: The New Addition to Oracle’s Acquisition Portfolio
AddThis to complement Oracle’s data cloud

AddThis will be a part of Oracle’s data cloud, which is said to be Oracle’s fastest growing DaaS (data-as-a-service). AddThis tracks content engagement across 15 million websites and activity data for 1.9 billion monthly unique users, which amounts to 9 million petabytes of data a month. Through the acquisition of AddThis, Oracle would get to view and understand the various facets and behavior of website visitors, which will help the company expand into customer audience insight and customization tools.

Later in this series, we’ll discuss how the AddThis acquisition will complement Oracle’s previous acquisitions in the marketing cloud space and how this acquisition is likely to make leading players such as Adobe Systems and Salesforce consider their own strategies in this space.

Investors who wish to gain exposure to Oracle could consider investing in the SPDR S&P 500 ETF (SPY). SPY has an exposure of ~9% to application software and invests ~0.7% of its holdings in Oracle.

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