Oracle buys Israeli machine learning startup Crosswise for $50 million
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Crosswise team. Photo credit: PR

Crosswise team. Photo credit: PR

Oracle’s purchase is the latest in a string that point to its big data strategy.

Oracle announced Thursday it would buy out Crosswise, a marketing startup that uses machine learning for cross-device advertising.

Oracle’s press release suggests their acquisition’s ability to match multiple devices to individual users is what convinced the larger company to make the move, explaining Crosswise will strengthen Oracle’s “Data as a service” business.

“By applying advanced data science and proprietary machine-learning techniques to this data, Crosswise constructs a new probabilistic Device Map™ matching multiple devices to individual users in an accurate, scalable and high quality manner.”

Crosswise calls itself the “device map authority.” They present their technology as something of an algorithmic orchestra. Their site claims the technology utilizes “tens” of data points that include Wi-Fi networks, GPS, browsing history, IP addresses, OS, cookies and device types to profile users.

They go as far as to say they have the “largest data science team in the world dedicated exclusively to solving cross-device identification challenges.”

They market toward three types of businesses: adtech, publishers and consumer brands. For marketers they offer “segment expansion,” “cross-device retargeting,” “cross-device advertising,” “global frequency capping” and “sequential messaging across devices.”

Oracle’s data and investment strategies

In February 2015, Oracle released a suite of big data solutions. They call their Oracle Data Cloud “the fastest growing global Data as a Service business, aggregating more than 3 billion profiles from over 15 million websites in its data marketplace and operating the most accurate ID Graph to enable understanding of consumer behavior across all media channels.”

Oracle has been piling up the buyouts of late. They acquired Ravello Systems for $500 million in February, AddThis for $200 million in January, as well as StackEngine and Maxymiser late in 2015. They laid out a staggering $1.2 billion for data company Datalogix back in December 2014.

The company was co-founded by CEO Steve Glanz, CTO Jonathan Seidner and VPRD Ron Reiter. They list 18 core staff on their company site.

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