How AddThis Will Strengthen Oracle’s Marketing Cloud Position

Oracle had worked with AddThis prior to the acquisition

In the previous part of this series, we discussed Oracle’s (ORCL) recent acquisition of AddThis. This acquisition is part of Oracle’s strategy to delve deeper into web and social data to hone its expertise in customer insight and offer personalization services.

Before acquiring AddThis, Oracle had worked with the company when they entered into a partnership in 2015. Oracle aims to complement its behavioral web data by joining hands with AddThis. Commenting on the AddThis acquisition, Omar Tawakol, senior vice president and general manager of Oracle Data Cloud, stated that “with the addition of AddThis, Oracle Data Cloud’s offering is expected to deliver unprecedented levels of audience insight, measurement and reach.”
How AddThis Will Strengthen Oracle’s Marketing Cloud Position

AddThis to complement Oracle’s position in marketing cloud space

AddThis will be a part of Oracle’s Data Cloud and provide extensive market intelligence revolving around customers, which will boost Oracle’s presence in the marketing cloud space. In late September 2015, Oracle acquired Maxymiser to boost its presence in the marketing cloud space, whose leading players include Adobe Systems (ADBE), Salesforce (CRM), IBM (IBM), and Teradata.

You can read Oracle’s Position in the Marketing Cloud Space versus Peers to find out more about Oracle. Adobe has been heralded by both Gartner and Forrester Research as the leader in the marketing cloud space. Please read Competition Has Heated Up in the Marketing Cloud Space to know more.

Investors who wish to gain exposure to Oracle can consider investing in the Technology Select Sector SPDR ETF (XLK). XLK has an exposure of ~38% to application software and invests ~3.0% of its holdings in Oracle.