Deals

Oracle buys social marketing startup Vitrue for $300M

Oracle Vitrue

Oracle Vitrue

Technology giant Oracle has acquired social media marketing software startup Vitrue, the company announced today.

Financial terms of the deal were not disclosed, however TechCrunch is reporting that Vitrue sold for $300 million.

Vitrue offers big (as in global) brands a service that helps them manage all the social media activity on Twitter, Facebook, Google+, and several others. Using these tracking tools, Vitrue’s clients can build campaigns to drive revenue all the way down to the local level. Some of Vitrue’s big-name clients include Kellogg’s, McDonald’s, and Disney. The company recently started providing tools to manage YouTube, Pinterest, and Instagram.

As part of the acquisition deal, Oracle will work with Vitrue to further develop a comprehensive social relationship platform that can both track social media behavior as well as provide analytics to show a return on investment.

Founded in 2006, the Atlanta, Ga.-based company had recently raise a $17 million round of funding from Scale Venture Partners and Advent Venture Partners to open new domestic offices around the country as well as expand into international markets. Vitrue has raise a total of $33 million to date.