Oracle to buy online data management startup BlueKai

Mon Feb 24, 2014 9:47am EST

The company logo is shown at the headquarters of Oracle Corporation in Redwood City, California in this February 2, 2010 file photograph. REUTERS/Robert Galbraith/Files

The company logo is shown at the headquarters of Oracle Corporation in Redwood City, California in this February 2, 2010 file photograph.

Credit: Reuters/Robert Galbraith/Files

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(Reuters) - Oracle Corp said it would buy online data management startup BlueKai to bolster its marketing platform.

BlueKai collects and analyzes online ad data, helping advertisers personalize online and offline marketing campaigns.

Oracle, the world's No. 2 business software maker, did not disclose the value of the deal.

However, Business Insider reported last week that Oracle was looking to buy BlueKai for about $400 million. (link.reuters.com/dud27v)

Oracle bought web-based marketing software maker Responsys for about $1.39 billion in December to expand its cloud-computing services.

The company acquired Eloqua, a maker of web-based marketing automation software, in December 2012.

Oracle's shares closed at $38.10 on Friday on the New York Stock Exchange.

(Reporting by Abhirup Roy in Bangalore; Editing by Kirti Pandey)

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Comments (1)
Hepan wrote:
To understand all that goes on behind the scenes of an Oracle acquisition, I cannot recommend enough an excellent book, “High-tech planet” written by a former Oracle executive. It is a funny, terrific and insightful account of what hides behind headlines-grabbing M&As by tech firms, especially Oracle. It is a no-holds-barred description of the business culture that allows fraud, insider trading, outlandish revenue projections and product roadmaps, manipulation, deceit, and various legal and accounting schemes as part of a corporate acquisition.

I got an education reading and now am no longer fooled by what I read in the press as I have learned to ask the right questions

The first few chapters can be sampled for free on Amazon: http://amzn.to/czf0qw

Feb 25, 2014 5:59am EST  --  Report as abuse
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