Oracle set to acquire Responsys

Oracle has entered into an agreement to acquire marketing cloud software provider Responsys for $1.5 billion.

The board of directors at Responsys has unanimously approved the transaction, it is expected to close in the first half of 2014.

This is one of a few acquisitions in the marketing technology space. Oracle acquired Eloqua just over a year ago and Salesforce acquired ExactTarget to bolster its marketing cloud in July 2013.

Mark Hurd, president at Oracle said: “Our strategy of combining the leaders across complementary technologies signifies Oracle’s overwhelming commitment to winning and serving the CMO better than any other software company in the world.”