Company:BlueKai
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| Formerly | BlueKai |
|---|---|
| Industry | Data Management Platform |
| Headquarters | Austin, Texas, United States |
| Owner | Oracle Corporation |
Oracle BlueKai Data Management Platform, formerly known as BlueKai, is a cloud-based data management platform which is a part of Oracle Marketing that enables the personalization of 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] and was renamed Oracle BlueKai Data Management Platform (DMP).[3][4]
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.[5] 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 financial details, adult material, or health issues.[6][7]
Other clients and sites using BlueKai's services have included Live.com, Huffingtonpost.com, Walmart.com, Vimeo.com, Microsoft.com, and eBay.com.[8]
After the 2014 Oracle acquisition, BlueKai’s data management platform became part of Oracle Marketing,[3] 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.[9] In October 2014, it was integrated with Oracle’s cross-channel marketing product suite.[4] This allowed marketers to anonymize customer behavioral data, integrate it with DMP’s third-party data, and create specific audience models for retargeting.[4]
Additional acquisitions that have been integrated into Oracle Marketing include Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity from Webtrends.[10][11][12][13][9]
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
References
- ↑ "About Us". http://www.bluekai.com/about-us.php.
- ↑ Bort, Julie. "CONFIRMED: Oracle Buys Marketing Tech Startup BlueKai". Business Insider News. http://www.businessinsider.com/rumor-oracle-buying-bluekai-2014-2.
- ↑ 3.0 3.1 Sluis, Sarah (2016-09-27). "BlueKai Founder Omar Tawakol Parts Ways With Oracle, Datalogix's Eric Roza Steps Up" (in en-US). https://www.adexchanger.com/online-advertising/bluekai-founder-omar-tawakol-parts-ways-oracle-datalogixs-eric-roza-steps/.
- ↑ 4.0 4.1 4.2 Cameron, Nadia (2014-10-02). "Oracle integrates BlueKai with Marketing Cloud" (in en-au). https://www.cmo.com.au/article/556472/oracle-announces-further-marketing-cloud-integrations/.
- ↑ Owens, Jeremy C. (24 February 2014). "Oracle adds Cupertino big-data startup BlueKai to cloud marketing purchases". http://www.mercurynews.com/business/ci_25217809/oracle-adds-cupertino-big-data-startup-bluekai-cloud.
- ↑ Bailey, Brandon (13 December 2013). "Omar Tawakol, CEO of BlueKai, on using Big Data to target ads". http://www.mercurynews.com/business/ci_24720071/omar-tawakol-ceo-bluekai-using-big-data-targeted-ads.
- ↑ Constantine, Lucian (15 January 2015). "Cleared your browser cookies? It won't stop ad company using Verizon tracking header". NetWorld. http://www.networkworld.com/article/2871193/cleared-your-browser-cookies-it-wont-stop-ad-company-using-verizon-tracking-header.html.
- ↑ "BlueKai Partner Program". http://www.bluekai.com/customers.php.
- ↑ 9.0 9.1 Shields, Anne (2014-12-30). "Why Oracle's Marketing Cloud is integral to its growth" (in en-US). https://marketrealist.com/2014/12/oracles-marketing-cloud-integral-growth/.
- ↑ Spencer, Malia (2017-04-27). "Webtrends CEO out after sale, CFO steps up". https://www.bizjournals.com/portland/news/2017/04/27/webtrends-ceo-out-after-sale-cfo-steps-up.html.
- ↑ Novet, Jordan (2014-02-24). "Oracle buys BlueKai to build out new cloud tools for marketers" (in en-US). https://venturebeat.com/2014/02/24/oracle-buys-bluekai-to-build-out-new-cloud-tools-for-marketers/.
- ↑ Schiff, Allison (2015-08-20). "Oracle's Maxymiser Acquisition Is All About The Competition" (in en-US). https://www.adexchanger.com/data-exchanges/oracles-maxymiser-acquisition-is-all-about-the-competition/.
- ↑ Lunden, Ingrid (2018-10-22). "Oracle acquires DataFox, a developer of 'predictive intelligence as a service' across millions of company records" (in en-US). https://social.techcrunch.com/2018/10/22/oracle-acquires-datafox-a-developer-of-predictive-intelligence-as-a-service-and-a-trove-of-company-information/.
- ↑ Whittaker, Zack (19 June 2020). "Oracle's BlueKai tracks you across the web. That data spilled online". TechCrunch. https://techcrunch.com/2020/06/19/oracle-bluekai-web-tracking/.
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