The purchase of the Vienna, Virginia-based company, which offers content sharing buttons, audience tracking and content recommendations for websites, joins BlueKai and Datalogix in Oracle’s data stable.

The AddThis purchase is “an incredibly interesting move,” Forrester Research analyst Fatemeh Khatibloo told me. With this newest addition to Oracle’s growing data family, she said, the tech giant is “way in front” in the data race with such major marketing clouds as Salesforce and Adobe.

The reason? Oracle is now stacking up major sources of consumer and user data, she said, going beyond Adobe’s Audience Marketplace data exchange or Salesforce’s analytics cloud and lead-oriented Data.com. The closer competitive match to Oracle, she said, might be data powerhouse Acxiom.

The race, she said, comes down to how many sources of data you can offer users of your marketing platform, their quality and the ability to combine them into new insights about audiences.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.