Oracle to Buy Colorado-based Data Broker Datalogix | Xconomy
Summary
Oracle announced Monday it will buy Datalogix, the Westminster, CO-based data broker used by companies such as Facebook and Twitter to understand the offline consumer activity of their users. The price of the acquisition was not disclosed, but one media report puts it at several hundred million dollars. Datalogix is at the convergence of big data and adtech, and it tracks and analyzes more than $2 trillion worth of customer transactions from 110 million households, according to the company. Customers use information they get from Datalogix to target advertising to users and track the effectiveness of online ad campaigns. The report said Datalogix was looking to raise about $75 million and that it was working with Goldman Sachs, Deutsche Bank, and Barclays.
