CMO’s top 10 martech stories for the week – 21 Apr

Oracle purchases Crosswire for reported US$50m Oracle has acquired Israeli-based marketing technology firm, Crosswire, for a reported US$50 million. Crosswire is one of many startups now leveraging machine learning on cross-device data, including website, GPS signals, operating systems, IP addresses and Wi-Fi networks, in order to help marketers track messages across channels and devices. The vendor also offers some personalisation tools and analytics. The company launched in 2015 and had already raised $5m in funding. In an online letter to customers and partners, Oracle’s senior VP and GM of data cloud, Omar Tawakol, confirmed the agreement and said uniting identity across multiple digital devices has become one of the critical challenges for marketers. “The addition of Crosswise further broadens the Oracle ID Graph to construct a complete view of consumers’…

Link to Full Article: CMO’s top 10 martech stories for the week – 21 Apr

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