Oracle confirms acquisition of BlueKai following speculation

Business software maker Oracle has signed an agreement to buy online data management firm BlueKai, the company confirmed on Monday.

Acquisition: Oracle has agreed to buy BlueKai

The move followed reports on Business Insider at the weekend that a deal between the companies was expected, and estimated its worth at around $400m. The figures involved in the agreement have not been disclosed by Oracle. In a statement on the company's website, Oracle said an agreement had been signed in principle but was subject to regulatory approval.

The acquisition marks further intent from Oracle to carve its name in the marketing and advertising tech space following the acquisition of web-based marketing software marker Responsys for around $1.39bn in December. The company also bought web-based marketing automation software firm Eloqua for around $810m in December 2012, and before that acquired social marketing solutions provider Vitrue for an estimated $300m.

Steve Miranda, executive vice president, applications development, Oracle, said: “Modern marketers require new ways of acquiring, centralising, interpreting and activating customer data across marketing channels so that they can enhance the customer experience and maximise the return on their marketing spend.”

Oracle plans to integrate BlueKai with Responsys for B2C marketing automation and Eloqua for B2B marketing automation. According to Oracle, seven-year-old BlueKai “runs the world’s largest third party data marketplace” and holds information on more than 700 million profiles.

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