Today, Oracle announced a definitive agreement to acquire ScaleVP portfolio company, Vitrue, a social media marketing company.  We’re thrilled for Vitrue and the team.

Vitrue helps some of the world’s largest brands, such as AT&T, McDonalds, Proctor & Gamble and American Express engage with their social communities (including Facebook, Twitter and Google+) by delivering unique content and promoting a two-way conversation with fans and followers.  There is no denying that social media has become a critical piece in an effective marketing ecosystem.

As we noted in this blog post last summer, the market continues to grow at a rapid pace, spurring subsequent consolidation as larger tech giants claim their space in social media.. Efficient Frontier scooped up Context Optional, which is now in the hands of Adobe.  salesforce.com acquired social analytics company, Radian6.  Now Oracle has Vitrue.

ScaleVP has been bullish about investing in SaaS marketing throughout its evolution.  We’ve built a method that works to identify companies who we can help to effectively scale and to reach their true potential to disrupt their markets.

Vitrue will mark Scale’s latest exit since the March 2012 IPO of email marketing company, ExactTarget, and Adobe’s 2009 acquisition of web analytics leader, Omniture.