Oracle announced Tuesday that it has signed an agreement to acquire AddThis, the Vienna, Va.-based social sharing company. The amount is as yet undisclosed.
Oracle’s announcement is vague, but suggests that the company’s interest in AddThis lies in the latter’s power of audience insight. AddThis will be a part of Oracle’s Data Cloud, a service that “ingests third-party data, extracts value, and activates the data to drive insights and harness this knowledge for targeting, personalization and measurement.”
“With the addition of AddThis, Oracle Data Cloud’s offering is expected to deliver unprecedented levels of audience insight, measurement and reach,” Oracle said in a statement.
AddThis widgets are currently used on over 15 million websites — meaning AddThis is well positioned to offer insight into online behavior and behavior trends. This recent infographic, for example, was created using data from around 1 trillion page views. “This proposed acquisition will help us turbocharge our mission to make the web more personal, and we couldn’t be more excited,” a blog post on the AddThis website declared.
Founded in 2004, AddThis is a veteran of the D.C. tech scene, and community members turned up to support their own. On the DC Tech Facebook page, congratulations rolled in all Tuesday afternoon.
Oracle, meanwhile, declined to comment further.
Update: 1/5/16, 5:04 p.m.
DC Inno is reporting the deal is worth $175 million, according to a source at venture giant NEA.
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