BlueKai
| Company type | Subsidiary |
|---|---|
| Industry | Data management, Digital marketing |
| Founded | January 1, 2008 in Cupertino, California, United States |
| Founder | Omar Tawakol, Alexander Hooshmand, Grant Ries |
| Fate | To be discontinued by September 2024 |
| Headquarters | Cupertino, California , United States |
Area served | Worldwide |
| Products | Data management platform (DMP) |
| Owner | Oracle Corporation |
| Parent | Oracle Marketing (Oracle Advertising and Customer Experience) |
Oracle BlueKai Data Management Platform, previously known simply as BlueKai, is a cloud-hosted data management platform under Oracle Marketing that facilitates the customization of marketing efforts across online, offline, and mobile environments.
Biography
Established in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries in Cupertino, California, BlueKai was acquired by Oracle on February 24, 2014, for an estimated $400 million. Following the acquisition, it was rebranded as Oracle BlueKai Data Management Platform (DMP).
BlueKai specializes in collecting third-party data by aggregating user information from desktop computers and smartphones to enhance advertising precision for its clients. By 2015, it maintained approximately 700 million actionable consumer profiles. The platform aims to increase advertisement relevance for its partners while deliberately excluding sensitive categories such as financial details, adult content, or health-related data. Its client portfolio has included Windows Live, HuffPost, Walmart, Vimeo, Microsoft, and eBay.
After being acquired, BlueKai was incorporated into Oracle Marketing within the Oracle Advertising and Customer Experience (CX) suite. This integration allows the platform to support marketing initiatives by consolidating data from web activity, social networks, mobile devices, and email communications. In October 2014, BlueKai was merged with Oracle’s cross-channel marketing tools, enabling the fusion of anonymized behavioral data with third-party information to facilitate accurate audience segmentation and retargeting.
Oracle Marketing’s capabilities have been further augmented through acquisitions such as Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity from Webtrends.
In June 2020, a security breach revealed an unprotected BlueKai database containing billions of records with personal and browsing data. Although California law mandates notification of such incidents, Oracle had not publicly disclosed this breach at that time.
In 2024, Oracle declared its intention to discontinue its advertising operations including BlueKai by the conclusion of September 2024.