Crosswise

Niche independent cross-device identity graph provider prior to Oracle acquisition; absorbed into Oracle Data Cloud as the identity spine of Oracle's advertising stack

Crosswise was an Israeli AdTech company specializing in cross-device identity resolution, building probabilistic and deterministic device graphs that matched individual users across mobile, desktop, tablet, and connected TV environments. Founded in the early 2010s and headquartered in Israel, Crosswise developed proprietary machine-learning algorithms to infer device relationships at scale, enabling advertisers and data companies to deliver consistent, people-based targeting and measurement across fragmented digital touchpoints. At its peak, the company's device graph covered hundreds of millions of devices globally, making it one of the more sophisticated independent cross-device solutions available before consolidation swept the sector. Oracle acquired Crosswise in May 2016 for approximately $50 million, integrating its device-graph capabilities into the Oracle Data Cloud alongside other acquisitions including BlueKai (DMP), Datalogix (offline data), Moat (measurement), Grapeshot (contextual), and AddThis (audience data). Within Oracle Data Cloud, Crosswise's technology powered the Oracle ID Graph, providing the identity spine that connected audience data assets across Oracle's broader advertising stack. The acquisition reflected Oracle's ambition to compete with Salesforce, Adobe, and the major walled gardens by assembling an enterprise-grade data and identity infrastructure for marketers. Crosswise's technology did not survive as a distinct product. Oracle's advertising business faced mounting structural headwinds — GDPR enforcement, Apple's iOS 14.5 App Tracking Transparency framework, the prolonged deprecation of third-party cookies, and Meta's restriction of third-party data sharing — that collectively eroded the value of large-scale third-party identity graphs. Oracle's advertising revenue declined approximately 85% from roughly $2 billion in 2022 to around $300 million by 2024, prompting Oracle to exit the advertising business entirely by September 30, 2024. All Oracle AdTech products, including the Oracle ID Graph built on Crosswise's foundations, were sunset at that time, bringing the Crosswise technology lineage to a definitive end.