Oracle acquires Israeli big-data firm Crosswise for reported $50m

Company figures out which devices a user owns, helps advertisers target their pitches better

Big data giant Oracle announced Thursday that it had acquired Israeli big data firm Crosswise, a specialist in “cross-device” advertising, which figures out what devices a user has in order to provide ads that interest them across a range of their devices.

Details of the deal were not announced, but a source close to the company said that it was in the range of $50 million.

In a statement, Oracle said that the Israeli firm’s technology will be integrated into 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 is as big data as it gets. The company goes through over a petabyte (a million gigabytes) of data per month, analyzing dozens of data points, including device IP address, WiFi networks used, GPS coordinates, websites browsed, ads displayed, device type, operating system, browser cookies, mobile device IDs, time of day, and much more in order to figure out which devices are being used by whom.

Crosswise does not identify users personally, but rather determines via patterns of use, sites visited, locations etc that the person who searched for X data on their iPhone is the same one searching for it on their iPad and Macbook. The company provides its technology to advertisers, although it does not work with advertisers itself.

“Linking a consumer’s various devices, from among billions of different devices, allows companies to shift their advertising, retargeting content personalization and marketing analytics from being device-focused to being person-focused. The results include improved online experiences for consumers, dramatically improved marketing ROI [return on investment] for advertisers, and more valuable ad space and audience segments for publishers,” Crosswise said about its offering.

“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,” Oracle said.

Crosswise, located in Tel Aviv, was established in 2013 by Israeli entrepreneurs Steve Galanz, Jonathan Zeidner, and Ron Reiter. In 2015, the company got $2 million in an A financing round from Giza Ventures, Horizons Ventures, OurCrowd and several others.

The acquisition of Crosswise, said Oracle, will allow the company to advance in its efforts “to construct a complete view of consumers’ digital interactions across multiple devices.”

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