BlueKai was a cloud-based data management platform (DMP) acquired by Oracle in 2014, designed to enhance marketing personalization by enabling businesses to collect, analyze, and activate customer data across various channels. It allowed marketers to understand customer behavior and preferences, facilitating targeted and effective marketing campaigns.

The platform offered capabilities such as audience segmentation, cross-channel data integration, and access to third-party data marketplaces. These features empowered businesses to optimize media buys, improve campaign performance, and deliver personalized content to their audiences.

In 2024, Oracle announced its decision to exit the advertising business, including the BlueKai platform, and ceased providing these services by the end of September 2024. This strategic shift marked the end of BlueKai's role in Oracle's suite of marketing solutions.