[May 24, 2012] Oracle to acquire Vitrue Tweet May 24, 2012 (Datamonitor Financial Deals Tracker via COMTEX) -- Oracle Corporation, a US-based enterprise software company, has entered into an agreement to acquire Vitrue, Inc., a provider of cloud-based social marketing and engagement platform that enables marketers to publish, manage, and report on their social marketing campaigns and activities. Both the companies are based in the US. Vitrue is backed by Scale Venture Partners, Advent Venture Partners, General Catalyst Partners, Comcast Interactive, and Dace Ventures. <Br> The transaction is expected to close in the summer of 2012, and until the transaction closes, Oracle and Vitrue will continue to operate independently. Deal Type Acquisition Sub-Category Majority Acquisition Deal Status Announced: 2012-05-23 Deal Participants Target (Company) Vitrue, Inc. Acquirer (Company) Oracle Corporation Deal Rationale Vitrue's social media SaaS marketing applications will help oracle customers to amplify their social community engagement by giving marketers the ability to develop campaigns from global to local, across multiple social networks and devices, and publish content that engages fans and drives leads. Oracle's sales, service, commerce, social data management, and analytics capabilities, combined with Vitrue, are expected to create advanced and comprehensive social relationship platform. [ Back To TMCnet.com's Homepage ]