Oracle Corporation (NYSE:ORCL) [Detail Analytic Report] moved down in early trading session on Wednesday as it has reached into an contract to takeover AddThis, a provider of publisher personalization, audience insight and activation tools.

The original AddThis product made social sharing a lot easier than it had been before, but it was the expansion into plugins, content recommendations and other tools in a publisher marketplace that likely caught Oracle’s eye.

Software giant Oracle has added AddThis to its marketing cloud in an acquisition announced this week. Oracle’s Data Cloud, a hybrid mix of Oracle’s acquisitions of BlueKai and Datalogix, is expected to benefit the most from the deal.

Both companies delivered the news today on their respective blogs, with AddThis CEO Richard Harris writing that the “proposed acquisition will help us turbocharge our mission to make the web more personal, and we couldn’t be more excited”.

Sources reporting to DCInno have made an estimate of the undisclosed amount of money that saw AddThis become part of Oracle’s Data Cloud toolset. “That was AddThis’ big advantage here – a footprint that allows them to sync cookie IDs across the universe, arguably better than anyone in-market, including LiveRamp”.

Founded in 2004, AddThis has 110 employees based across its offices in Vienna (VA) and New York, has generated $73 million in six rounds of funding and now has some serious financial clout by its side. The Cloud consumes the data from the third-party, takes the value and then triggers that data in order to bring in judgments as well as connect this knowledge for targeting, personalizing and measuring.

AddThis received $73M in backing from 15 investors comprising Institutional Venture Partners, New Enterprise Associates, Novak Biddle Venture Partners, and Rho Ventures according to CrunchBase.