Categories: CloudWorkspace

Oracle Buys Cloud Marketing Specialist BlueKai

Oracle added some more substance to its cloud building initiative on 24 February when it revealed it will acquire online data management startup BlueKai to bolster its marketing platform.

Terms of the transaction were not revealed by Oracle, the world’s No. 2-selling software maker behind Microsoft. A recent report by Business Insider indicated the deal may have been worth about $400 million (£252m).

Personalised marketing

BlueKai, a Cupertino, California-based neighbor of Apple, positions itself as a company that personalises marketing and advertising for consumers. It makes three products: an interconnected media-independent data management platform, an audience data marketplace, and a big data analytics system.

Enterprises are able to connect all their own data assets and put them to use everywhere in order to make the business more intelligent and efficient for each online user.

Using BlueKai, customers can collect and analyse online ad data from online and offline marketing campaigns to discover customer tendencies. Advertising — plus geo-positioning information — now is all about personalisation; this is a key marketing tool that Oracle lacked in its marketing platform.

Oracle has been on a cloud-tool acquisition binge lately. In December, it bought web-based marketing software maker Responsys for about $1.39 billion, and a year previously it added marketing automation software provider Eloqua.

Oracle Cloud

The Redwood City, California-based all-purpose IT giant is centring its new Oracle Cloud offerings on the Oracle 12c database. Chief executive Larry Ellison has said that Oracle expects its newest database to be the “foundation of a modern cloud“, thanks to its multi-tenancy capability at the database layer.

Having that functionality at that level enables a system to avoid multi-tenancy using virtual machines, which not only affect performance but also can become the origin of security problems.

Oracle’s shares closed at $38.14 on Monday on the New York Stock Exchange.

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Originally published on eWeek.

Chris Preimesberger

Editor of eWEEK and repository of knowledge on storage, amongst other things

View Comments

  • To understand all that goes on behind the scenes of an Oracle acquisition, I cannot recommend enough an excellent book, "High-tech planet" written by a former Oracle executive. It is a funny, terrific and insightful account of what hides behind headlines-grabbing M&As by tech firms, especially Oracle. It is a no-holds-barred description of the business culture that allows fraud, insider trading, outlandish revenue projections and product roadmaps, manipulation, deceit, and various legal and accounting schemes as part of a corporate acquisition.

    I got an education reading and now am no longer fooled by what I read in the press as I have learned to ask the right questions

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