Oracle BlueKai Data Management Platform, formerly known as BlueKai, is a

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data management platform which is a part of Oracle Marketing that enables the personalization of online, offline, and

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campaigns.

Biography

BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing tech start-up based in

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. It was acquired by

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on February 24, 2014, for approximately $400 million, and was renamed Oracle BlueKai Data Management Platform (DMP). The company offers third party data collecting services. BlueKai collects PC and

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users' data to enhance ad marketing for their clients, and had about 700 million actionable profiles. BlueKai works to increase relevancy in the ads that appear for partnered companies' users. As a third party data collection company, they gather information on users surfing the web, though BlueKai claims not to collect sensitive

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details,

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, or

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issues. Other clients and sites using BlueKai's services have included Live.com, Huffingtonpost.com, Walmart.com, Vimeo.com, Microsoft.com, and eBay.com. After the 2014 Oracle acquisition, BlueKai’s data management platform became part of Oracle Marketing, which is part of the Oracle 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. In October 2014, it was integrated with Oracle’s cross-channel marketing product suite. This allowed marketers to anonymize customer behavioral data, integrate it with DMP’s third-party data, and create specific audience models for retargeting. Additional acquisitions that have been integrated into Oracle Marketing include Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity from Webtrends. 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 under California state law, companies are required to publicly disclose data security incidents, but that Oracle had not done so at the date of the story. In 2024, Oracle announced that it will shut down its advertising business including Bluekai. The business was supported through the end of September, 2024.

References

{{Reflist Computing platforms Data collection Technology companies established in 2008 Oracle acquisitions 2014 mergers and acquisitions Digital marketing companies Big data companies Data management software American companies established in 2008

Biography

See also

References