AdAge reports that Oracle has agreed to acquire BlueKai for a reported $400 million, though terms were not publicly disclosed. Among BlueKai’s offerings is technology that allows for data transfer independent of cookies but with “the same transparency and notices that cookies have.” The report says Oracle plans to integrate BlueKai with other cloud marketing products Responsys and Eloqua to “give its customers the ability to more precisely personalize messages to consumers and B-to-B buyers—the people those products are used to reach.”
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