News Byte: Oracle Agrees to Buy BlueKai

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Oracle's marketing cloud continues to expand.
Oracle's marketing cloud continues to expand.

Oracle positioned itself dramatically in the third-party data business today, announcing an agreement to purchase BlueKai to fuel its marketing and social solutions. Oracle maintained in a release that BlueKai lords over the world's largest third-party data marketplace, and while that claim could not be substantiated, it indeed is in the running for the title. BlueKai's Data Management Platform reportedly contains actionable data on more than 700 million customer profiles.

The platform is part of BlueKai's Data Activation System, an enterprise-level, cloud-based platform that manages a company's data assets and provides a common data management system for all marketing and customer interaction programs across all channels. Oracle intends to integrate BlueKai's capabilities with B2C and B2B marketing automation systems within its Responsys and Eloqua businesses in order to orchestrate cross-channel marketing efforts for clients.

“Modern marketers require new ways of acquiring, centralizing, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximize the return on their marketing spend,” said Steve Miranda, Oracle's EVP of Applications Development. “The addition of BlueKai to the Oracle Marketing Cloud enables marketers to act on data across both known customers and new audiences and precisely target customers with a personalized message across all channels.”

Oracle's statement expressed the intent that the combination of BlueKai with both its B2B and B2C operations will “build unmatched personalized cross-channel campaigns and customer interactions across email, web, social, mobile, advertising, and syndicated content channels.”

No financial details of the agreement were released.

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