• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Management

Oracle To Buy BlueKai, Adding A Data Management Platform To Its Marketing Cloud

Consolidation in the marketing cloud continues. Today Oracle announced it has signed an agreement to buy BlueKai, the data management and analytics solution that fuels personalized cross-channel marketing campaigns. According to the press release, “BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation in order to deliver […]

Ginny Marvin on February 24, 2014 at 12:04 pm
  • More

oracle-logoConsolidation in the marketing cloud continues. Today Oracle announced it has signed an agreement to buy BlueKai, the data management and analytics solution that fuels personalized cross-channel marketing campaigns.

According to the press release, “BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation in order to deliver orchestrated and personalized customer interactions across all marketing activities and channels.”

Oracle adds both BlueKai’s data management platform (DMP) and mobile DMP to its cloud stack with the acquisition.

BlueKai’s Audience Data Marketplace, the biggest of its kind, gives marketers access to third-party data sources. That piece will be integrated with Oracle’s Marketing and Social solutions.

Steve Miranda, Executive Vice President, Applications Development at Oracle said, “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.”

The acquisition is one of a string Oracle has made recently to boost its cloud-based stack, including B2C marketing platform Responsys in December 2013 for roughly $1.5 billion, and marketing automation platform Eloqua for some $810 million and social marketing solutions firm Virtue for roughly $300 million in 2012.

The BlueKai deal is rumored to be valued around $400 million.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Acquisitions & Mergers: MartechChannel: Martech: ManagementDMP: Data Management PlatformsOracle

Subscribe to receive daily martech news and expert insights. See terms.

Processing...Please wait.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

On-Demand Free Training

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.