Two months after agreeing to buy cloud marketing automation software vendor Responsys for $1.5B, Oracle (ORCL +0.8%) has struck a deal to buy BlueKai, developer of a popular, cloud-based, data management platform (DMP) for online, offline, and mobile marketing data.
Forbes states BlueKai, which competes against Adobe's (ADBE +1.1%) AudienceManager DMP, had 2013 revenue of $64M. The deal might pressure Salesforce (CRM +1%), which has been gobbling up cloud marketing software firms itself in an attempt to build an end-to-end platform, to acquire a BlueKai rival, given the company doesn't yet offer a DMP.
Constellation Research's Ray Wang thinks BlueKai's mobile DMP solution is the startup's "crown jewel," and fills a major hole in Oracle's product line. AdExchanger observes Oracle could struggle with conflicts of interest for BlueKai's data exchange business (separate from its DMP), whose neutral stance towards 3rd-party cloud marketing platforms has been a selling point.
Oracle says BlueKai will be integrated with both Responsys and Eloqua's cloud marketing offerings.