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Oracle BlueKai Data Management Platform
IndustryData Management Platform
HeadquartersAustin, Texas, United States
OwnerOracle Corporation

Oracle BlueKai Data Management Platform, formerly BlueKai, is a cloud-based data management platform which is a part of Oracle Marketing that enables companies to personalize online, offline, and mobile marketing campaigns.[1] BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing tech start-up based in Cupertino, California. It was acquired by Oracle on February 24, 2014, for approximately $400 million.[2]

The company offers third party data collecting services. BlueKai collects PC and smartphone users' data to enhance ad marketing for their clients, and as of 2015 had about 700 million actionable profiles.[3] BlueKai has worked with companies like Twitter and Facebook to ensure relevancy in the ads that appear for those companies' users. As a third party data collection company, they gather information on users surfing the web, though BlueKai claims not to collect sensitive financial details, adult material, or health issues.[4][5]

Other clients and sites using BlueKai's services have included,,,,, and[6]

After the 2014 Oracle acquisition, BlueKai’s data management platform became part of Oracle Marketing,[7] 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.[8] The BlueKai platform was renamed Oracle BlueKai Data Management Platform (DMP).[7][9] In October 2014, it was integrated with Oracle’s cross-channel marketing product suite.[9] This allowed marketers to anonymize customer behavioral data, integrate it with DMP’s third-party data, and create specific audience models for retargeting.[9]

Additional acquisitions that have been integrated into Oracle Marketing include Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity from Webtrends.[10][11][12][13][8]

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.[14]

See also[edit]


  1. ^ "About Us".
  2. ^ Bort, Julie. "CONFIRMED: Oracle Buys Marketing Tech Startup BlueKai". Business Insider News. Retrieved 22 February 2015.
  3. ^ Owens, Jeremy C. (24 February 2014). "Oracle adds Cupertino big-data startup BlueKai to cloud marketing purchases". San Jose Mercury News. Retrieved 22 February 2015.
  4. ^ Bailey, Brandon (13 December 2013). "Omar Tawakol, CEO of BlueKai, on using Big Data to target ads". San Jose Mercury News. Retrieved 22 February 2015.
  5. ^ Constantine, Lucian (15 January 2015). "Cleared your browser cookies? It won't stop ad company using Verizon tracking header". NetWorld. Retrieved 22 February 2015.
  6. ^ "BlueKai Partner Program". Retrieved 22 February 2015.
  7. ^ a b Sluis, Sarah (2016-09-27). "BlueKai Founder Omar Tawakol Parts Ways With Oracle, Datalogix's Eric Roza Steps Up". AdExchanger. Retrieved 2022-06-03.
  8. ^ a b Shields, Anne (2014-12-30). "Why Oracle's Marketing Cloud is integral to its growth". Market Realist. Retrieved 2022-06-15.
  9. ^ a b c Cameron, Nadia (2014-10-02). "Oracle integrates BlueKai with Marketing Cloud". Retrieved 2022-06-15.
  10. ^ Spencer, Malia (2017-04-27). "Webtrends CEO out after sale, CFO steps up". Retrieved 2022-06-03.
  11. ^ Novet, Jordan (2014-02-24). "Oracle buys BlueKai to build out new cloud tools for marketers". VentureBeat. Retrieved 2022-06-03.
  12. ^ Schiff, Allison (2015-08-20). "Oracle's Maxymiser Acquisition Is All About The Competition". AdExchanger. Retrieved 2022-06-03.
  13. ^ Lunden, Ingrid (2018-10-22). "Oracle acquires DataFox, a developer of 'predictive intelligence as a service' across millions of company records". TechCrunch. Retrieved 2022-06-03.
  14. ^ Whittaker, Zack (19 June 2020). "Oracle's BlueKai tracks you across the web. That data spilled online". TechCrunch. Retrieved 21 June 2020.