Oracle BlueKai Data Management Platform, formerly BlueKai, is a

cloud-based Cloud computing is the on-demand availability of computer system resources, especially data storage (cloud storage) and computing power, without direct active management by the user. Large clouds often have functions distributed over mult ...

data management platform which is part of Oracle Marketing that enables

companies A company, abbreviated as co., is a legal entity representing an association of people, whether natural, legal or a mixture of both, with a specific objective. Company members share a common purpose and unite to achieve specific, declared go ...

to personalize online, offline, and

mobile marketing Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media, or mobile a ...

campaigns. BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing tech

start-up A startup or start-up is a company or project undertaken by an entrepreneur to seek, develop, and validate a scalable business model. While entrepreneurship refers to all new businesses, including self-employment and businesses that never intend t ...

based in

Cupertino, California Cupertino ( ) is a city in Santa Clara County, California, United States, directly west of San Jose on the western edge of the Santa Clara Valley with portions extending into the foothills of the Santa Cruz Mountains. The population was 57,82 ...

. It was acquired by

Oracle An oracle is a person or agency considered to provide wise and insightful counsel or prophetic predictions, most notably including precognition of the future, inspired by deities. As such, it is a form of divination. Description The word ...

on February 24, 2014, for approximately $400 million. The company offers third party data collecting services. BlueKai collects PC and

smartphone A smartphone is a portable computer device that combines mobile telephone and computing functions into one unit. They are distinguished from feature phones by their stronger hardware capabilities and extensive mobile operating systems, whi ...

users' data to enhance ad marketing for their clients, and had about 700 million actionable profiles. BlueKai has worked with companies like

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

and

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dust ...

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 Finance is the study and discipline of money, currency and capital assets. It is related to, but not synonymous with economics, the study of production, distribution, and consumption of money, assets, goods and services (the discipline of f ...

details,

adult material ''Adult Material'' is a four-part British drama television series concerning a woman's life working in the adult film industry Starring Hayley Squires and created by an all female team, it first aired on Channel 4 on 5 October 2020. Adult indu ...

, or

health Health, according to the World Health Organization, is "a state of complete physical, mental and social well-being and not merely the absence of disease and infirmity".World Health Organization. (2006)''Constitution of the World Health Organ ...

issues. Other clients and sites using BlueKai's services have included Live.com,

Huffingtonpost.com ''HuffPost'' (formerly ''The Huffington Post'' until 2017 and sometimes abbreviated ''HuffPo'') is an American progressive news website, with localized and international editions. The site offers news, satire, blogs, and original content, and ...

, Walmart.com, Vimeo.com,

Microsoft.com Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washin ...

, 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. The BlueKai platform was renamed Oracle BlueKai Data Management Platform (DMP). 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 Webtrends is a private company headquartered in Portland, Oregon, United States. It provides digital analytics, optimization and software related to digital marketing and e-commerce. It provides services to approximately 2,000 companies. History ...

. In June 2020,

TechCrunch TechCrunch is an American online newspaper An online newspaper (or electronic news or electronic news publication) is the online version of a newspaper, either as a stand-alone publication or as the online version of a printed periodical. Goi ...

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 The law of California consists of several levels, including constitutional, statutory, and regulatory law, as well as case law. The California Codes form the general statutory law, and most state agency regulations are available in the California ...

, companies are required to publicly disclose data security incidents, but that Oracle had not done so at the date of the story.

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

See also

References