[Techtaffy Newsdesk]

Oracle has entered into an agreement to acquire Involver, a provider of SML (Social Markup Language), Visual ML, and a social marketing platform. The transaction is expected to close in the summer of 2012. Oracle and Involver will continue to operate independently until the transaction closes; at which point the Involver management and employees are expected to join Oracle.

Social Markup Language (SML), a phrase coined by the Involver team, allows developers to add social capabilities to applications using HTML, CSS or JavaScript. The SML infrastructure generates the HTML and Javascript for social tags running on the server side, without the support of back-end developers. Over a million brands and agencies, including Target, Facebook, Razorfish and Best Buy, use Involver, according to its corporate website.

Involver was founded in 2007. Investors include Bessemer Ventures, Cervin Ventures and Western Technology Investment (WTI).

This is Oracle’s third acquisition in the social media space this year, and the fourth company purchased so far this year.

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[Image Courtesy: Involver]