Oracle BlueKai

Was a leading independent DMP and data marketplace before acquisition; became Oracle's core DMP asset within Oracle Data Cloud until the platform's sunset in 2024.

Oracle BlueKai was a cloud-based data management platform, part of Oracle Marketing, formed when Oracle acquired the company in 2014 for approximately $400 million and folded it into its broader advertising and customer experience suite.¹ It was widely used by major industries to customize online and offline, cross-device marketing campaigns, enabling enterprises to integrate and activate proprietary and third-party data across online advertising channels and run highly targeted, context-aware advertising to engage relevant audiences.² The platform merged several marketing and data management functionalities into a single tool, offering extensive audience segmentation and retargeting features — including pre- and post-campaign analytics and audience suppression reports — with filters and reporting tools that allowed users to granularly target specific audiences.³ Users praised its simple integration with DSPs and its user-friendly interface, with audience segmentation and first-party data integration among its highest-rated features.⁴ In June 2020, a security researcher discovered an unsecured BlueKai database accessible on the open internet containing billions of records with names, home addresses, email addresses, and web browsing activity, with reports noting that Oracle had not publicly disclosed the incident as required under California state law.¹ Oracle announced in 2024 that it would shut down its advertising business, including BlueKai, with operations supported only through the end of September 2024.¹ Source 1: wikipedia.org — BlueKai Source 2: infolob.com — Why Choose Oracle BlueKai Data Management Platform Source 3: datamation.com — Oracle BlueKai Data Management Platform: Product Review Source 4: playwire.com — Ad Tech Ecosystem: Oracle Bluekai