According to multiple reports, including an early filing from Mike Billings at the Wall Street Journal, Oracle has acquired New York-based Maximiser as it continues to strengthen its portfolio of marketing software services.

Oracle To Buy Mobile-Marketing Startup Maxymiser

What is Maxymiser?

Maxymiser is known for its a/b testing which allows marketers to test and test-drive multiple options for mobile marketing campaigns. Of the original three founders of the company in 2006, only current president Mark Simpson remains and will join Oracle according to reports. He will not be alone as the Maxymiser’s CEO Tim Brown will shepherd around 400 employees to Oracle as well.

According to a statement from Oracle’s website, Maxymiser is a leading provider of cloud-based software that enables marketers to test, target and personalize what a customer sees on a Web page or app, substantially increasing engagement and revenue. Maxymiser optimizes over 20 billion customer experiences per month for more than 250 prominent brands. Oracle followed up that statement by immediately announcing its intention to integrate Maxymiser’s a/b testing into the Oracle Marketing Cloud.

Oracle continues to battle with Salesforce and Adobe

While terms of the deal were not disclosed, Maxymiser “optimizes over 20 billion customer experiences per month for more than 250 prominent brands,” and has offices around the world. It would not be a stretch to suggest that Maxymiser didn’t come cheap as Oracle continues to vie with Salesforce and Adobe for marketing acquisitions. While Oracle is a clear leader in relational databases, it has found stiff competition in its offering of business applications from both Adobe and Salesforce.

Adobe purchased Neolane and Ominture to boost its efforts in this arena while Salesforce dropped big bucks ($2.5 billion) on ExactTarget two years ago along with the acquisitions of Buddy Media and Radian6.

Reactions to Oracle’s new purchase

Constellation Research founder and principal analyst Ray Wang shared his thoughts on the deal via email with Fortune’s Barb Darrow.

“Today’s customer experience intiatives span multiple settings and channels, from your car to your desktop to your mobile device. How do you quantify that journey? Maxymiser does this better than everyone else. Adobe has tools to do this but not as integrated as an approach that Maximizer has across settings and channels. So in deals where you are quantifying the journey and overlaying digital marketing, customers need a way to see what works and doesn’t,” wrote Wang.