The big data giant itself Oracle made an announcement on Thursday that it had acquired Crosswise, which is a firm that specializes in cross-device advertising by tracking user across a range of hardware devices.
No financial details of the acquisition have been announced but sources have said that the deal is priced at around $50 million.
Oracle said in a statement that it will integrate the technology of Crosswise in its Oracle Data Cloud, which “ingests third-party data, extracts value, and activates the data to drive insights and harness this knowledge for targeting, personalization and measurement to help more than 80% of the top U.S. advertisers maximize their marketing spend.”
Crosswise analyses around a petabyte of data every month with focus on IP address, WiFi networks, device IDs, browser cookies, operating systems, GPS coordinates and a lot of other metrics to match the different devices to the same user.
Based on this analysis, Crosswise determines that the person using an iPad is the same that used an iPhone a day earlier etc.
Crosswise is based in Tel Aviv and was founded in 2013. The company got a funding round of $2 million in 2015.