Oracle gets deeper into the ads space! The company has agreed to acquire social marketing software company Vitrue. Read the release. No terms have been disclosed.
More from Oracle's corporate website:
"On May 23, 2012, Oracle announced that it has entered into an agreement to acquire Vitrue, a leading cloud-based social marketing and engagement platform that enables marketers to centrally create, publish, moderate, manage, measure and report on their social marketing campaigns. The transaction is expected to close in the summer of 2012 and until the transaction closes, Oracle and Vitrue will continue to operate independently, and it is business as usual."
Vitrue, a nearly 200-person company has raised $33 million to-date and competes in the space as Buddy Media (who has raised over $90 million) among others.
In an AdExchanger interview in April, Vitrue CEO Reggie Bradford said:
"If you think about the social software that marketers are using to manage across Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, that software layer ultimately needs to be able to connect from a marketer and that dashboard to the other components of their ecosystem - things Omniture, Coremetrics, Google Analytics, Webtrends. We've already done that work."
Oracle is building its marketing tech stack - i.e. end-to-end marketing solution as more big players begin to move into ads. Social and its signal appear to be a key focus.
More coverage to come.
By John Ebbert