Oracle said Datalogix aggregates and provides insights on over $2 trillion in consumer spending. Datalogix has more 650 customers, including the top U.S. advertisers and digital-media publishers. Oracle says the deal will give it a better understanding of consumer profiles that will help customers with targeted online ads.
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The company is adjusting to a software industry that is moving away from traditional networks and on-premise applications. Companies no longer want to manage their own servers onsite. Instead, they are using on-demand cloud service and marketing tools offered by such software vendors as Salesforce.com (CRM) and Workday (WDAY) .
Last week, after reporting a 45% increase in cloud revenue for its fiscal second quarter that ended on Nov. 30, Oracle said it will become a central player in cloud-based services.
Oracle is one of the top cloud companies to watch in 2015, and with its shares trading at 14 times forward earnings estimates, which is three points lower than the average forward price-to-earnings ratio of companies in the Standard & Poor's 500 Index, the stock remains a bargain. On Monday, the shares were trading at $45.78, down 22 cents.
Terms of the Datalogix deal weren't disclosed.