[1] BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing tech start-up based in Cupertino, California.
BlueKai collects PC and smartphone users' data to enhance ad marketing for their clients, and as of 2015[update] had about 700 million actionable profiles.
[4] Additional acquisitions that have been integrated into Oracle Marketing include Eloqua, Responsys, DataFox, Maxymiser, Compendium, and Infinity from Webtrends.
[10][11][12][13][9] In June 2020, TechCrunch reported that security researcher Anurag Sen had found an unsecured BlueKai database accessible on the open Internet.
TechCrunch reported that under California state law, companies are required to publicly disclose data security incidents, but that Oracle had not done so at the date of the story.