Oracle Corp. appears to have an insatiable need for acquisitions, with a focus on anything involving marketing technology (now known in the Twittersphere as "#martech"). Its latest deal is BlueKai, an acquisition announced this morning. Although terms of the deal were not released, it is estimated in the $350 million to $400 million range.
The buy will help Oracle to personalize marketing programs and the customer experience. Omar Tawakol, CEO, BlueKai, said his company's products "convert fragmented and disparate marketing data into high-performance results for companies.”
BlueKai claims to maintain a database of 700 million consumer profiles and has more than 300 customers across multiple industries. The company boasts that its Data Management Platform (DMP) keeps the customer and audience data in the cloud to target marketing campaigns and deliver better results.
In short, BlueKai is one of the largest providers of data that help provide those super-targeted ads you see in your browser that might seem a little creepy because they happen to coincide with what you've been searching for lately.