Oracle Picks up Involver

A month after buying social marketing platform Vitrue, Oracle announced today that it has acquired Vitrue's competitor, Involver, for an undisclosed amount. The transaction is expected to be completed later this summer.

Founded in 2007, Involver lets developers create customized marketing applications for social media sites and Web campaigns using its Social Markup Language.

"Our technology is expected to extend Oracle's social platform to help customers more easily and cost-effectively collaborate and build engaging applications and social experiences across social networks and the Open Graph," writes Involver CEO Don Beck in a blog post. "This acquisition is a combination of the best of both worlds; we will be combining our industry-leading social marketing solutions with the comprehensive Oracle Cloud."

Combined with Vitrue  and Collective Intellect , a SaaS social intelligence solutions company, Involver will allow Oracle to further build out its social media offerings as marketers continue to invest in social media advertising campaigns.

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