The announcement comes a month after the acquisition of Responsys for $ 1.5 billion.
Oracle announces the conclusion of an agreement in principle with BlueKai, specializing in “Big Data marketing”, with a view to a total acquisition. If the terms of the contract have not been revealed, various media announce a transaction around $ 400 million (291 million euros).
“Modern marketers are demanding new ways to acquire, centralize, interpret and activate customer data across all marketing channels so they can improve the customer experience and maximize the return on their spend. of Marketing, ”said Steve Miranda, executive vice president of application development at Oracle. “The addition of BlueKai to Oracle Marketing Cloud enables marketers to act on data across known customers and new audiences to precisely target customers with personalized messaging across all channels ”.
Founded in 2007, the New York-based start-up publishes solutions, cloud, data analysis to target web and mobile advertising campaigns based on each audience. Oracle specifies that it will be integrated into Responsys, acquired in December for $ 1.5 billion, for the B2C part, and Eloqua, acquired in 2012, for the B2B segment.