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 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.