Oracle to buy Datalogix, expand in online advertising servic
Source: Greg Avery
Oracle, the business computing giant, is buying advertising technology company Datalogix, putting together one of Colorado's largest tech employers and one its fastest-growing tech companies.
Oracle Corp. (NYSE: ORCL) announced the deal Monday morning without disclosing terms.
Datalogix is based in Westminster, just south of the large Oracle campus in Broomfield.
Datalogix maintains a massive database of retailer purchasing information and functions as a third-party intermediary between brands and social media sites online, notably Facebook and Twitter. Datatlogix's technology allows online ads to be specifically targeted to likely customers, but without their personal identity being shared.
Oracle plans to use Datalogix as part of Oracle's cloud services for business, helping clients personalize advertising on the Internet and television, the company said.
"The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available," said Omar Tawakol, group vice president and general manager of Oracle Data Cloud.
Datalogix Holdings Inc. has raised more than $86.6 million in total equity funding since 2009, including some from early Facebook backers. The $45 million it raised in March was one of the largest rounds of backing by a local tech company in recent years.
Datalogix employs more than 250 people. It counts as clients 77 of Ad Age's top 100 advertising firms.
The company's growth under CEO Eric Roza made it one of the most watched Denver-area tech companies.
Roza, in a statement, said Datalogix will continue to give clients ways to target online advertising to consumers and track that advertising to offline purchasing behavior, which is where 93 percent of consumer spending occurs.
Oracle has more than 4,000 local employees, making Colorado home to the largest number of Oracle employees outside Silicon Valley and one of the company's two U.S. manufacturing sites. In addition to its largest Colorado campus in Broomfield, Oracle also maintains offices in the Denver Tech Center and in Colorado Springs.
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