 | This article needs to beupdated. Please help update this article to reflect recent events or newly available information.(February 2024) |
| Formerly | BlueKai |
|---|---|
| Industry | Data Management Platform |
| Founded | 2008; 17 years ago (2008) inCupertino, California |
| Founder |
|
| Headquarters | Austin, Texas, United States |
| Owner | Oracle Corporation |
Oracle BlueKai Data Management Platform, formerly known asBlueKai, is acloud-baseddata management platform which is a part of Oracle Marketing that enables the personalization ofonline, offline, andmobile marketingcampaigns.[1]
BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing techstart-up based inCupertino, California. It was acquired byOracle on February 24, 2014, for approximately $400 million,[2] and was renamed Oracle BlueKai Data Management Platform (DMP).[3][4]
The company offers third partydata collecting services. BlueKai collectsPC andsmartphone users' data to enhance ad marketing for theirclients, and as of 2015[update] had about 700 million actionable profiles.[5] BlueKai works to increase relevancy in the ads that appear for partnered companies' users. As a third party data collection company, they gather information onusers surfing the web, though BlueKai claims not to collect sensitivefinancial details,adult material, orhealth issues.[6][7]
Other clients andsites using BlueKai's services have includedLive.com,Huffingtonpost.com,Walmart.com,Vimeo.com,Microsoft.com, andeBay.com.[8]
After the 2014 Oracle acquisition, BlueKai’s data management platform became part of Oracle Marketing,[3] which is part of theOracle Advertising and Customer Experience (CX) application suite. Companies use Oracle Marketing to run marketing campaigns and manage related data from the web, social media, mobile, and email.[9] In October 2014, it was integrated with Oracle’s cross-channel marketing product suite.[4] This allowed marketers to anonymize customer behavioral data, integrate it with DMP’s third-party data, and create specific audience models for retargeting.[4]
Additional acquisitions that have been integrated into Oracle Marketing include Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity fromWebtrends.[10][11][12][13][9]
In June 2020,TechCrunch reported that security researcher Anurag Sen had found an unsecured BlueKai database accessible on the open Internet. The database held billions of records containing names, home addresses, email addresses, and web browsing activity like purchases and newsletter unsubscribes. TechCrunch reported that underCalifornia state law, companies are required to publicly disclose data security incidents, but that Oracle had not done so at the date of the story.[14]
In 2024, Oracle announced that it will shut down its advertising business including Bluekai. The business was supported through the end of September, 2024.