Oracle has announced its intention to acquire Israeli machine-learning company Crosswire, in a bid to strengthen its Data-as-a-Service offering.

The Crosswire technology enables marketers and publishers the opportunity to increase cross-device advertising, personalization and analytics, and builds on Oracle’s efforts to bolster its position in the smart data market segment.

“Uniting identity across desktop, browsers and mobile apps to create a meaningful and consistent relationship with customers and prospects has become one of the critical challenges for marketers,” said Omar Tawakol, General Manager at Oracle Data Cloud. “Identification methods are different on every device and across every channel, and solving this can enable marketers to have a significantly more effective dialogue with the consumer and save billions of advertising dollars.”

The team claim in combining the Crosswire capabilities with its Data Cloud portfolio, marketers will be able to build a graphical representation to identify how consumers interact with their digital devices. Oracle currently has such an offering within its portfolio, though the company claims the Crosswire capabilities increases the accuracy of the data, which in theory offers marketers the opportunity to better allocate advertising budgets.

“Oracle Data Cloud is the fastest growing global Data as a Service business, aggregating more than 3 billion profiles from over 15 million websites in its data marketplace and operating the most accurate ID Graph to enable understanding of consumer behaviour across all media channels,” said Tawakol. “The addition of Crosswise further broadens the Oracle ID Graph to construct a complete view of consumers’ digital interactions across multiple devices.”

The acquisition builds on moves by Oracle over recent years to bolster its cloud business. The company bought Ravello Systems for an estimated $500 million in February, as well as numerous acquisitions in 2015 including CloudMonkey, Maxymiser, and StackEngine.