Oracle Buys Responsys for $1.5 Billion

Behemoths continue to swallow up smaller tech players

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Oracle is buying digital marketing software company Responsys for around $1.5 billion, or $27 a share in cash. The acquisition is expected to close in the first half of 2014.

Responsys has Under Armour, Verizon Wireless, Lego and StubHub among its numerous clients. The San Bruno, Calif.-based vendor has successfully transitioned in recent years from offering software-based email services into the realms of mobile, social and display advertising.

Oracle's purchase comes exactly one year to the day when it bought marketing software provider Eloqua for $871 million. Also in 2012, the Redwood City, Calif.-based giant purchased social apps firm Involver, social media management vendor Vitrue and social intelligence company Collective Intellect.

Indeed, tech behemoths have been swallowing up well-established-but-smaller firms in the last couple of years. As just one other example, Salesforce purchased email and social media marketing firm ExactTarget in June after picking up Facebook marketing domino Buddy Media (May 2012) and data shop Radian6 (March 2011).

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 20, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT