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Oracle announced on February 24, 2014, that it had signed an agreement to acquire BlueKai, a marketing-data company. Oracle said BlueKai’s platform and audience marketplace would strengthen Oracle Marketing Cloud and support more personalized campaigns. The announcement described an agreement, not a confirmed closing, and did not disclose a purchase price.
What was BlueKai Marketing Cloud?
BlueKai offered a data-management platform (DMP) for organizing audience and customer data, along with a marketplace of third-party audience segments. Marketers could use the platform to combine their own data with outside audience information and activate it in campaigns. Oracle’s February 24, 2014 announcement said the marketplace could augment a company’s proprietary data with information on more than 700 million profiles. That was Oracle’s claim at the time, not a current or independently verified count.
Why did Oracle announce the acquisition?
Oracle presented BlueKai as a way to help marketers collect, centralize, interpret and use customer data across marketing channels. In the announcement, Oracle executive vice president Steve Miranda said marketers needed new ways to work with customer data to improve customer experiences and marketing returns. BlueKai CEO Omar Tawakol described the deal as a way to extend Oracle’s Customer Experience portfolio with a data platform for marketers.
The strategic rationale was to connect data management and third-party audience information with Oracle’s existing marketing tools, so businesses could use a broader view of audiences when planning and personalizing campaigns.
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Oracle said it planned to integrate BlueKai with two marketing-automation products:
- Responsys: Oracle’s B2C marketing-automation offering.
- Eloqua: Oracle’s B2B marketing-automation offering.
The intended combination linked BlueKai’s data capabilities with tools for executing marketing campaigns. The announcement described this as an integration plan; it does not establish the present-day configuration or availability of those products.
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What became of BlueKai’s marketplace?
A later Oracle catalog lists BlueKai Audience Data Marketplace under Oracle Data Cloud. This documents a product-lineage connection, but does not by itself establish that BlueKai remains available today. Oracle’s service description outlines marketplace services and limits; those terms describe the document’s service offering, not necessarily current conditions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is confirmed about the deal?
Oracle’s announcement confirms that it had signed an agreement to acquire BlueKai on February 24, 2014. The cited historical materials do not state the acquisition price or explicitly confirm that the transaction closed, so neither should be inferred from the announcement alone.
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For historical context, Oracle’s later catalog identifies BlueKai Audience Data Marketplace within Oracle Data Cloud: Oracle catalog PDF.
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