E-Commerce Times®
July 11, 2012

Oracle Adds Involver to Its Social Stable

In the fast-changing social media market, it might be tricky for a large company like Oracle to integrate its acquisitions quickly enough. Brand marketers have needs that may not be accommodated when a tool designed for them is integrated into a wider platform, said Kristin Hambelton, vice president of marketing at Neolane.

Oracle is snapping up another social media company: It announced this week that it has entered into an agreement to buy Involver, a platform provider of SML, or social markup language. SML is a developer tool used to create customized marketing applications for social media sites and Web campaigns. The transaction is expected to close this summer.

The deal follows Oracle's acquisitions earlier this year of social media properties Vitrue and Collective Intellect.

Oracle will no doubt integrate the Involver platform into its own rich array of offerings, but so far it has provided little insight into exactly how it will enhance its product line.

It will be used to help customers build applications across social campaigns and sites, Oracle said.

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