On December 22, 2014, Oracle (ORCL) announced the acquisition of Datalogix, a provider of digital marketing data as a service (or DaaS). Datalogix connects offline consumer spending data with digital marketing efforts with the goal of tracking advertising, its influence on consumers, and the resultant returns.
Datalogix has more than 650 customers and 1,500 data partners that track $2 trillion in consumer spending. Advertisers and digital media publishers such as Lenovo, Google (GOOG), (GOOGL), Facebook (FB), Twitter (TWTR), Ahold, Kraft (KRFT), and Ford use Datalogix to enhance their media presence. The company provides purchase-based targeting that leads to more revenue generation.