Oracle announced that it’s acquiring consumer data collection company Datalogix, which currently aggregates and provides data for over $2 trillion of consumer spending from 1,500 data partners. This data is used to provide ad targeting.

Datalogix is already in use by 82 of the top 100 advertisers in the U.S. as well as 7 of the top 8 digital media publishers, including Facebook and Twitter.

Oracle says the addition of Datalogix’s solutions will help it provide marketers and publishers with the “richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy,” while also enabling brands to personalize and measure customer interactions.

“The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available,” said Omar Tawakol, Group Vice President and General Manager of Oracle Data Cloud. “Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.”

“Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93% of consumer spending occurs,” added Datalogix CEO Eric Roza. “We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers.”

Oracles says the deal represents the further extension of its Public Cloud strategy to combine IaaS, PaaS, SaaS and Data as a Service on a common cloud.

Terms of the deal were not disclosed, but the price is estimated to be in the “high hundreds of millions”.

Image via Datalogix